Now I'm aware that the people who's names we recognize like Joe Quesada and Axel Alonso and the like aren't really involved in the prices that their books sell for, they just edit the content. No ill will directed at the editorial staff, or the writers and artists on the books that received the price-gouging either. This is for the marketing (or whichever department is directly responsible) crew that decided it was more worthwhile to hang on to low performers than to cut their losses and move on.
I realize that every book has it's hundred of thousands of fans, even the ones that are not doing so well. And while it makes me sad when I book that I enjoy gets canned, as happened with my beloved Mystique so long ago, I believe culling the weak is for the best. That right, Marvel; I'm saying you should treat your business according to the Apocalypse's Guide to Management (and Mutants). Only the fittest can survive, which means that much-loved low performers should be culled to make way for the better sellers. And while I realize this means parting ways with the Runaways, it's really gone down-hill fast in the last year anyways.
This purging of the lowest sellers has been the business model at Marvel for years and years, so the change to this new technique is both unexpected and unappreciated, at least by this fan. I didn't have to like it when Hawkeye or Mystique were canceled, but I understood why it needed to happen.
Instead, you've jacked up your cover prices on ten of the twenty-one Marvel titles that I'm currently buying. Since this was explained as a move to boost the threshold books like Captain Britain & MI:13, I have to say I don't care for it. With the prices on so many of my books going up permanently by May, I have promptly dropped two of those ten from my pull list. When the five mini-series that make up my current intake are gone, I'll see to it they are not replaced also. This'll leave only New Avengers, Thor and Runaways with a regular $3.99 price tag in my reading. Please note that this means that instead of gaining an extra $10 from me every month, you'll be losing $7.
Runaways is particularly perplexing, as it should be one of the bubble-books protected by the increase on these other, highly performing titles, but I'm sure someone could explain that one to me as something else entirely. Still, if it ends up on the cancellation line, as I feel certain it will without a creative invigoration, I'll be down to just two, and maybe even one. I can buy the trades on some of these books, though I'm sure they will increase proportionately as well. In the end, all you're doing to this reader is forcing me to do what the economy is encouraging me to do anyways: spend less money.
It's too bad for freshly debuting titles like Spider-Woman and Dark Avengers that are going to get to start out with the $3.99 tag, because I don't see interest sticking around while there's plenty of quality reading down in the $2.99 range. Spider-Woman fans will find Ms. Marvel and Dark Avengers will find Mighty, and so on. Good luck to both of them, but you really should have known better.
Thanks for sparing most of the X-line and the cosmic titles, for now, since they'll make up the new core of my reading. Heck, maybe Nova will even get a bump from people ditching Captain America (a very fine book) to pick up something of equal quality for a fairer price.
Hopefully this experiment will be short-lived, and there will be much apologizing and reinstating of lower prices. But, I'm sure the greedy folks in the corporate offices would never allow that to happen, so I'll just dwindle until I'm just following along with the online recaps. So long, monthlies!
Despondently,
Patrick James
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