Last week over at Comics Beat, I wrote about DC’s recent DC You initiative, and how their current marketing structure failed the books that were coming out. Then DC went and announced the cancellation of a significant chunk of their line with their December solicitaitions. So that was fun.
Here’s a bit from my retail article:
Now that the company is attempting to push outwards from its formerly narrow viewpoint, it is essential that they learn how to market accordingly. Having lost a good source of implied retail vocabulary in Bob Wayne, they are attempting to do without any style or verve. What retailers need to see – especially in terms of their line outside of their mainstay superheroes like Batman and Wonder Woman (and hell, sometimes even Wonder Woman) – is a projection of confidence from the company, whether that’s implied by the incentive structure, or by the language they use to solicit the books, and a perceived interest from their readership, which can be done by mobilizing social media buzz and doing sustained pushes during final order cut-off weeks. Some companies are particularly good at providing previews of their upcoming books during the FOC period, alongside promotion from the creative team and editorial. DC doesn’t quite have a handle on that, as evidenced by the haphazard way they scheduled the 8 page previews of all of their DC You titles in May. Very few of those (if any) lined up with the book’s actual final order cut off date, so retailers weren’t hearing whispers of excitement right before they adjusted their numbers. What’s more to the point, all of these previews were consistently released in a chunk, instead of staggered out over a several hours and days – which would have provided the company with sustained and building noise across a longer period of time, instead of a jumble of noise created all at once.
What’s really interesting about all of this is the fact that it sets up a very interesting January for the company. With a bunch of DC You mini-series wrapping in November, and quite a few books dropping off the schedule in December, the decks are clearing – and not matter what happens in January, it will essentially be a statement on where the company will head next. There’s definitely an article in that line of thought, so more on that in the next few days…