Daily Archives: August 26, 2011

Deal or No Deal? (Answer: No Deal)

Marvel reached out to direct-market comics retailers this week to offer a special ordering incentive that’s perhaps unintentionally revealing about its publishing policies and plans for revenue generation. Retailers were told for every 5,000 copies of Ultimate Fallout #4 first and second printings (or any combination of the pair that adds up to 5,000), they can get a free full-page ad in upcoming Marvel titles.

The first thing that struck me about the promotion was the fact Marvel is trying to sell second printings of a comic book that’s still available in its initial print run. Why would there be a second printing if the first was still up for grabs?

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