Much has been made about the vitriol many retailers have received the digital comics movement and the strategy of most publishers in that realm with. It’s been a hot button issue, with many high profile retailers taking hard stances against some publishers (no matter if logic dictates that they are making a huge mistake by doing so).
However, Marvel seems to have done something that promotes digital and the direct market at the same time, as they are now rolling out a promotion in which everyone who buys a comic off the Marvel app gets a $5 coupon to use at their local retailer (limit one per person). From there, the retailer will be able to get a $5 credit from Marvel, and it ends up with a happy customer, a happy retailer and a happy comic publisher.
Marvel of course could potentially lose a bunch of revenue on this, but at the same time, it’s a theoretical way to drive two markets at the same time with a limited loss. I praised Dark Horse in my digital article earlier, but cheers to Marvel for taking the next logical step with their offering and appeasing both audiences at the same time.
