Fifth Degree: The Marvel Pricing Saga!
Josh Crawley
by Josh Crawley
This week I had intended to take a flip through Marvel Previews #88. Then I noticed the listings for Iron Man 2.0 #1 and #2, and it prompted me to speak a little about something that has been bothering me for quite some time.
These books are, very possibly, the perfect example of how I feel Marvel’s pricing on certain titles is counter-productive to consumers buying the first issue of a new series, and in turn, detrimental to the industry as a whole. For an extra eight pages (“Oh, thank you!” he exclaimed sarcastically) you pay an extra dollar. Sure, that extra dollar is about the correct ratio for an extra eight pages of content – depending, apparently, on who’s writing the book… or something – but what’s contained in those extra eight pages?
Iron Man 2.0 #1
My guess is it’s some lamely-named “feature” such as “Iron Man 2.0 Saga.” You know, a trimmed down version of the much longer sagas Marvel frequently sends out for free (based off of orders on a previously ordered title), and usually those free sagas are for books that, oddly, already sell really well (comparatively): Amazing Spider-Man, X-Men, and Wolverine have all been done recently.
Don’t get me wrong. Those sagas are great to catch people up who may not have read about a character for ten years.
That’s basically charging someone extra to get caught up when – really – a starting point like a first issue shouldn’t need that, or it’s charging someone extra for material that’s generally useless to them because they already follow the character. I may be a moron, but that doesn’t seem like the way to get someone to try something new.
If it’s not made clear at that time that it’s just an introductory price – not later on in some interview or on Twitter that it’s just for that first issue – some consumers who would normally buy it may just forego reading the series. That’s not even a hypothetical situation. I have a friend who almost didn’t buy Hawkeye & Mockingbird for that very reason. (And I don’t even want to get into the concept of moving a crossover between two $2.99 titles into a $3.99 miniseries while also cancelling one, if not both, of those titles.)
Color me an idiot, but I think DC’s concept of pricing many of the first issue of Vertigo titles at $1 to be a much more sensible approach to get people to take a chance on something new.
Agree? Disagree? Leave a comment, and if you’re so inclined, ask others to do so, too.
Follow my tweets, email me, and be sure to keep an eye out on the Westfield Comics Facebook.
Josh Crawley may or may not be the keyboardist for Everclear. He strongly suggests you not bet that he is.
December 18th, 2010 at 9:07 am
I totally agree with you, Josh! Marvel’s system isn’t customer friendly. I have decided not to get several Marvel series because of the pricing you described. I like DC’s way much better. I’ve started many new DC series I normally wouldn’t have because of the introductory pricing. The one thing I would say I don’t like about DC’s concept is in the regular titles adding 8 extra pages of a preview of another title they are trying to hype. I would much rather have 8 extra pages of the title’s story, or a backup feature related to the title, than a preview for the price of 2.99 or 3.99 title. But that’s one of DC’s ways to get you to try the particular title they are highlighting. Maybe DC should try doing a ‘saga’ approach like Marvel for those preview? A free 8 page preview ‘Showcase Presents…”?
I really like the Sagas that Marvel does for free. And they are good, as you said, to catch people up with a character that they may not have read in some time. They are very helpful and useful that way, and they are enjoyable. But you’re right, they tend to only do this for titles that are already big sellers. It would be nice to see some of these free Sagas on lesser known titles. I would be more apt to pick one up that way.
December 18th, 2010 at 11:09 am
I agree. I used to just look at the catalog and evaluate the character/story/artists and thing “Yea, I want to start getting that”. But now, with money a little tighter I do have to look at price before I add a title to my current collection. And the higher price makes me stop and say “Do I really need this one?”. It’s usually not the only factor in my decision, but it does push more comics into the “no” gap as that gap widens.
With the lower pricing of DC – I can pick up the first issue and actually get a good look before I make my decision. I think Westfield does a fantastic job given me advanced information on titles, but the price tag matters now.
December 18th, 2010 at 12:02 pm
In all fairness to DC, those eight page previews are added at no additional cost to the consumer. And thanks for agreeing!
December 18th, 2010 at 12:06 pm
Thanks for the compliments on our “information agency.” We do what we can, when we can. Though I really can’t take too much credit for it, save for when I tweet-jack our Twitter account!
December 29th, 2010 at 12:12 pm
Completely agree. I made a decision to stop buying $4 titles altogether awhile back, and I’m pretty relutant to start a new series at issue #2 if the first one was higher priced. Marvel’s asking me to take a chance on a new title, how about giving some value in return (and no, reprints don’t count.) But realize the bad position it leaves retailers in, appreciate you sharing your thoughts on it.