DC Comics Rolls Back Prices… I Think Hell Just Froze Over
Pinch yourself, you’re not dreaming! DC Comics drop prices on $3.99 titles; moves to $2.99 price point for ongoing comic book series!
Here is a relevant quote from the press release:
“As Co-Publishers, we listened to our fans and to our partners in the retail community who told us that a $3.99 price point for 32 pages was too expensive. Fans were becoming increasingly reluctant to sample new titles and long term fans were beginning to abandon titles and characters that they’d collected for years.” said Dan DiDio, DC Comics Co-Publisher. “We needed a progressive pricing strategy that supports our existing business model and, more importantly, allows this creative industry to thrive for years to come. With the exceptions of oversized comic books, like annuals and specials, we are committed to a $2.99 price point.”
Wow. I’m struggling to add anything to DiDio’s comments. He really covered all the bases. You don’t often get to see a happy story like this.
DC had to cut two pages per issue to do it, but that’s fine with me. It will teach comic writers brevity. In the era of decompressed storytelling, having less pages isn’t necessarily a bad thing. In the old days, comic writers could tell amazing complete tales in just eight pages. Gail Simone was quoted during the New York Comic Con as saying she doesn’t think the price drop and pay drop with affect the writing at all. I’m not sure if there is a general pay drop for DC writers or if the pay drop is simply a function of being paid per page written.
Bravo, DC. Bravo. Now it’ll be interesting to see how Marvel responds. They’ve insisted over and over that sales haven’t slipped due to the price increase. This should be fun to watch.