CBR Live! Archive
I Pity the Poor Retailer
- by Brian Cronin
- in General
Marvel Comics' sales/marketing did something recently, in relation to retailers, that irritated me enough when I heard about it that I figured I'd share it with you folks.
Retailers, as you may or may not know, purchase the comics they sell about two months before the comic books come out (orders in, say, January, are for comics coming out in March - the orders are at the end of the month). However, Marvel and DC allow retailers to adjust their orders up until about three weeks before the comics come out. This is a fairly recent innovation, and it is certainly nice for retailers (Marvel was the first company to do so, DC only fairly recently followed suit).
Here is where the problem shows up. Civil War was supposed to end on January 31st. Therefore, there were a number of comics coming out after Civil War #7 that directly tied into the events of #7, so Marvel wanted to keep them hushed up in the solicits.
However, as you might imagine, this affects retailers - because, after all, if they do not know what happens in Civil War #7, this might greatly affect what they would order of the comics AFTER Civil War #7. So they sorta need info regarding the books after Civil War #7.
Marvel said they understood how this could be a problem, so they promised special revised solicit info after Civil War #7 comes out to keep the retailers informed about post-Civil War #7 comics. Which was totally cool.
However, Civil War #7 was then pushed back to February 21st. Which is totally fair enough.
Except, of course, suddenly the info that Marvel promised to retailers post-Civil War #7 was now in danger of not being on time.
And, sure enough, this week, the final cut-off date for retailers to adjust their orders came about for two major post-Civil War #7 books, Captain America #25 and Civil War: The Initiative #1.
The latter is not much of a big deal, as Marvel has basically given folks as much information about The Initiative as one could expect. But Captain America #25 is a whole other story. As you may have heard, a major hero is supposedly going to perish in the last issue of Civil War. Is it Captain America? If it IS, then that would certainly impact the sales of Captain America #25, now wouldn't it? Similarly, if it is NOT, that would ALSO impact the sales of Captain America #25. However, since the delay in Civil War #7 occurred without the cut-off date being changed, retailers had to finalize their orders for Captain America #25 a week BEFORE Civil War #7 was released.
Marvel has been telling retailers for awhile now, "Trust us, order a lot of Captain America #25, but we can't tell you any more than that." But how can a retailer order non-returnable comic books based just on that?
It is tough situation, and it is irritating because Marvel apparently realized that there was a problem and said they'd deal with it, but the latest delay kept them from helping retailers out, and placing retailers into a real crapshoot.
Which doesn't seem right to me.
Anyhow, rant over.
- Posted on February 15, 2007 @ 02:58 PM
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16 Comments
stealthwise
February 15, 2007 at 4:49 pm
Well, they could always order a moderate amount, and then do re-orders if they have to.
I can sympathize, but to be honest, my lcs never appears to have any problems with stocking up on comics, as I live in a much smaller centre, that has no (in-town) competition for dealing comics.
Anonymous
February 15, 2007 at 5:08 pm
Wait...a major hero dies in CW #7?
I honestly had no idea, which shocks me based on how many comic sites I visit. Where was it revealed a major character would die?
Brian Cronin
February 15, 2007 at 5:08 pm
Not usually much of an opportunity, as there is not much printed past what is ordered (although Marvel has become a lot better about this than they used to be), so if you sell out of a book quickly, odds are there will not be any more left to re-order.
That being said, yes, that is an alternative way Marvel could assist retailers, re: Captain America #25. They could do a significant overprint. Let's hope that's exactly what they do.
Brian Cronin
February 15, 2007 at 5:09 pm
The solicits for the Fallen Son mini-series is the most prominent place, but it's been other places.
Bully
February 15, 2007 at 5:19 pm
Well, they could always order a moderate amount, and then do re-orders if they have to.
Danger to that is twofold: risk being out of it when weekly customers come in the Wednesday it's released, and the fact that Diamond's discount drops for reorders.
The classy thing to do would be for Marvel to make Cap #25 returnable and say "We realize you're taking a risk because we can't tell you what's going on. We think you're gonna sell a lot, but we understand how our scheduling might make you gunshy. It's been you guys who have made Civil War the massive success it has been for Marvel, so as thanks, we don't want you to have to take the hit because of our scheduling slipping. So, tell you what: the issue is returnable, so you can order plenty and not worry. Okay? And hey look...a flying pig for you, too!"
Brian Cronin
February 15, 2007 at 5:23 pm
It's funny, because NOT making it returnable is pretty funny, isn't it?
"Trust us, order a lot of this issue, you'll sell a lot of it. What's that? If we're so sure it will sell, why not make it returnable? Oh, you see....uhm...uhm...uhm..."
Let me note that, for all I know, Marvel MIGHT end up making it returnable. That, too, would be a nice gesture. Although it'd be a much nicer gesture BEFORE final cut off orders were due, but it would still be a nice gesture if they did it after the fact.
Levantine
February 15, 2007 at 7:40 pm
You know what would be a really nice gesture? Publishing comics in a timely manner.
Brian Cronin
February 15, 2007 at 7:48 pm
Yes, that would be nice, but there are mechanisms in place for late comics to adjust orders accordingly. Marvel usually will try to do things to make up for late comics. Here, though, they KNOW that there is a problem. They ACKNOWLEDGE the problem. They said they'd fix it. And then they didn't. Quite irritating.
Ryan Day
February 16, 2007 at 8:45 am
Marvel & DC often seem to be oblivious to certain retailer needs. But I wonder what the alternative is. Even if something like ComicPro gets bigger and more powerful, what kind of options to most stores have? "No, we're not gonna order these Civil War spinoffs!" I can't see that happening, since so many stores are totally dependent on Marvel & DC. They've climbed into bed with Diamond, and there aren't many options available.
Alex
February 16, 2007 at 9:13 am
"since so many stores are totally dependent on Marvel & DC."
Therein lies the problem.
Lisa from Neptune
February 16, 2007 at 10:03 am
Marvel almost NEVER makes anything returnable - that's why they have the F.O.C. It gives them the "out" to not have to do it. They will quickly run out of Cap #25, I'm SURE of it. This whole Civil War delay has been a difficult thing for us retailers to deal with all along.
Brian Cronin
February 16, 2007 at 10:52 am
I know it is almost a lock that they won't, Lisa, but I figured I might as well leave the possibility open.
On another topic, Lisa, what is your take on the whole "Back in Black" stuff - with the tie-ins being released a month before the book they're tying into?
Don Mynack
February 16, 2007 at 12:50 pm
Is the whole Civil War #7 being late thing the reason why Immortal Iron Fist #3 seems to be like two months late? My lcs seems to be in the dark when #3 is going to arrive...
Alex
February 16, 2007 at 3:14 pm
this coming wednesday.
R.Nav
February 17, 2007 at 1:18 am
Its my opinion that the retailers should be given FULL DISCLOSURE on the books that they're supposed to be ordering. Period. Spoilers get out due to employees leaking the info? Yea, well not everyone reads internet postings.
Hell, Marvel and DC continuously claim that internet folk are only a small percent of the people buying comics, so who the hell cares if they read spoilers?
yo go re
February 19, 2007 at 9:14 pm
Well, I've heard NOW. Way to go...