Just announced today! DC has cut prices from $3.99 on all ongoing series to $2.99. Once Marvel got the news they immediately announced they were droping the price on all new series goinf forward from $3.99 to $2.99. Marvel Senior Vice President of Sales & Circulation David Gabriel confirmed that new books launching in January 2011 will not debut at $3.99. This move has been way overdue and has been a major pet issue for the Comics Ninja and the Ninja Nation. While $2.99 is still over priced, at least the major publishers have finally come to their senses.
As the publishers had continued to gouge the readers over the last couple of years the number of issues they sold fell just as steeply. Even as the economy went into the tank and the average consumer’s discretionary spending became tighter, the major publishers just got bolder and more tone deaf with the price increases cutting off new consumers from entering the field and bleeding off financially strapped existing fans.
Just as it appeared that comics publishers were incapable of headng the lessons of the music industry and suddenly they have made a move to save themselves.
The lower prices will allow the average fan to buy a couple more titles each month, take a chance on new titles and even take part in the regular cross-over events, etc. Good job Marvel and DC! DC’s press releases follow.
DC Official Press Release
Beginning January 2011, DC Comics will implement a line-wide pricing adjustment, lowering the prices of all standard length 32-page ongoing comic book titles currently priced at $3.99 to $2.99, it was announced today by DC Comics Co-Publishers Jim Lee and Dan DiDio.
“Today’s announcement re-affirms DC Comics’ commitment to both our core fans and to comic book store retailers,” said Jim Lee, DC Comics Co-Publisher. “For the long term health of the industry, we are willing to take a financial risk so that readers who love our medium do not abandon the art form.”
“As Co-Publishers, we listened to our fans and to our partners in the retail community who told us that a $3.99 price point for 32 pages was too expensive. Fans were becoming increasingly reluctant to sample new titles and long term fans were beginning to abandon titles and characters that they’d collected for years.” said Dan DiDio, DC Comics Co-Publisher. “We needed a progressive pricing strategy that supports our existing business model and, more importantly, allows this creative industry to thrive for years to come. With the exceptions of oversized comic books, like annuals and specials, we are committed to a $2.99 price point.”
When taking into account mini-series, annuals and specials, more than 80% of DC’s comic books will be priced at $2.99.
As of January, the following titles standard length ongoing titles, previously priced at $3.99 for 32 pages/22 story pages, will be priced at $2.99 with 32 pages/20 story pages:
Batman: The Dark Knight;
Green Lantern: Emerald Warriors;
As of January, the following licensed titles, previously priced at $3.99, will be priced at $2.99:
Gears of War;
God of War;
Kane & Lynch;
Ratchet & Clank.
As of January, the following ongoing titles previously priced at $3.99 for 40 pages/30 story pages including co-features, will no longer include co-features and will be priced at $2.99 for 32 pages/ 20 story pages:
Batman: Streets of Gotham;
Justice League of America;
Legion of Super-Heroes;
In January, five books are $3.99 for 40 pages/30 story pages:
Batman: Europa # 1
First Wave # 6
DCU: Legacies # 9
Weird Worlds # 1
World of Warcraft: Curse of the Worgen
The following oversized anniversary issue will be $4.99 for 48 pages/38 story pages:
Hellblazer # 275
“Fans of our co-features should stay tuned. Some of these characters will find a new platform,” said Dan DiDio. “Going forward, mini-series and special events may feature a different price point and page count to best allow writers and artists the flexibility of format and story pages they need to tell their stories best.”