I thought I was done with this topic. If you read my Picks of the Week post this week, you’ll know how angry I was with this issue; from the way it was market to the issue itself. Well, last night I read Skottie Young’s latest blog, which is about people being negative about the industry, but not giving positive examples of how to improve it. For those of you don’t know who Skottie is, he is an amazing cartoonist and comic book creator, who is currently working on the Marvel’s Wizard of Oz book. Check his site and his work out if you haven’t already; the man can draw.
As soon as I read Skottie’s post, I immediately thought about my PoW post from Wednesday; it really was a negative post with no real positive solutions or suggestions. So, I decided that I would take Skottie’s advice and give some of these positive suggestions on what could have been done different to market Fantastic Four #587: The Last Stand of Johnny Storm.
Many of you already know that Marvel marketed this issue pretty heavily for the last five months or so, letting the comics community know that in this issue, a member of the Fantastic Four would die. This can be a common practice for the death of a major character in a superhero book. Earlier this year, the X-Men’s Nightcrawler and Cable were also killed, and leading up to his death, Marvel solicited that during the X-Men event, Second Coming, that two X-Men would die. This makes sense from a marketing stand point; let readers and retailers know ahead of time that way retailers can order enough books for the readers to find out who gets killed, and how it happens. On the other hand though, when Captain American, Steve Rogers, was killed about 4 years ago, it wasn’t announced in the solicitations and it took everyone by surprise (more on this later).
Announcing a character is going to die ensures sales rise; retailers have to order their books from Diamond months in advance, and if they know something big is going down in a particular issue, and they know that this something big is the death of a character, then they can be prepared for the readers who are going to want to read this issue. If you also read my post on Comics Aren’t for Everyone, you’ll know that I mentioned Marvel EIC Axel Alonso’s view on how readers want to keep up with everything that is going on in that particular universe. It makes sense then that readers would pick up this issue of Fantastic Four so they can continue to be caught up on continuity. Announcing the death then is procedure in the comics community. This obviously isn’t the best method as it gives away a piece of the story well before hand, but the way comics are bought and sold right now, and I don’t have any good ideas for that.
The Infamous Polybag
A lot of fans were taken aback and down right confused when Tom Brevoort announced that issue #587 would be placed in a polybag, thus keeping secret the member who would die. My problem with the polybag is that, as I said in my PoW post, it is an old piece of marketing that was used in the 90s when everything was over the top and every first issue and major event was a collectors item, and is a marketing tool that is made fun of today. Using it now can be seen as a bit of nostalgia, but in a time when readers want comics to be considered more than just funny books and wish that they reached a bigger audience, using the polybag is sort of Marvel telling their fans that they don’t care to move forward, they care that this issue becomes a collectors item and that it sells a lot.
Comics aren’t collectors items any more. Sure you can collect them, but they aren’t going to worth anything in the future, not when they can be reprinted as many times as Marvel wants and can be released digitally. Digitally though is where Marvel should have gone from the very beginning of marketing for this book. Releasing this digitally first would secure that the death remains a secret until its release; fans could even download it early, and as soon as the release date hits, it becomes unlocked. Think about how many people with apple devices, PC’s and Android phones could have read this that aren’t reading comics, and those fans that do have these devices. There are so many more options too when you release this digitally.Have the entire arc available digitally at a reduced price, get people to read the entire story, not just the end of it. Hell, give them away for free, that will really ensure people are reading the whole thing, plus it will highlight to people how stories work on an issue by issue basis. You could even sell and have ready other major comics where characters died, such as Captain America or Nightcrawler, and once the issue has been released, put on some more big Fantastic Four books, especially ones involving Johnny Storm (after writing this I checked my Marvel app on my iPhone, they do have a not of Fantastic Four books featured for $1.99).
Early Release and the Press Release
Last week Marvel quickly turned their lets-keep-this-book-secret-by-putting-it-in-a-polybag strategy to lets-make-this-issue-a-collectors-item by announcing that they would allow shops to sell this issue a day early, and then this week put out a press release telling the word who died. We know what happened, people flocked to a LCS and bought the issue. I’ve given my opinion on this decision, but what would alternatives could there been? If you are releasing the book digitally, why not release it early digitally instead of in the shops? Fans my cry foul to this, but I think a lot of them have cried foul over everything that has happened anyway. And if you are going to spoil it by sending out a press release, why not have the press release tell people how to get it digitally. Think about the press Marvel could have gotten if they promoted digital comics; it could have been great for the whole industry and not just them. Or do the best of both worlds, have the hard copy and digital copy released at the same time.
I am sure there are a ton of other ways that Marvel could have marketed this book without promoting comics as a collectors medium, as well as spoiling fans, these are just come of them. What are your ideas though? What could have Marvel done differently to promote and sell this book? Did they do the right thing, and I’m the odd man out? Tell me that too.