Assembled Extra: Marvel Tips Digital Strategy Towards Free Comics Related But Not Same As Paper Ones

Rob Salkowitz describes here.

It looks like the new strategy will be to provide contextual comics or possible expanded-buys to the paper comic consumer as opposed to enhancing value by offering same-comic digital copies. I suppose at issue is a strategy where you might get something you didn't necessarily want versus a strategy where you might get something you wanted but maybe not twice.

Digital is an ongoing thing for these companies that wish as a part of their overall strategy to protect the very lucrative paper market through specialty stores. Marvel wants to maximize profit across the board either every or just about every quarter and it seems like their desire to tweak their system of digital so that it helps this happen is a long way from being a settled practice.

The announcement -- the program begins next month -- comes at a time when the company is facing some fan pushback in terms of their editorial strategies featuring perpetual line-wide revamping and event series that don't always capture the imagination of fans. Me, I'm old, and not in any way the target audience, but I'm confused by what to buy and how on those half-dozen times a year I go into a store hoping to catch up on Marvel.
 
posted 3:35 pm PST | Permalink
 

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