Back when the whole DCnU hype/announcements/hoopla began, one of the initial elements of it that I had a stark problem with was charing an extra dollar for a reader to get a digital copy of a title along with a printed one. Obviously the handling of the digital medium is still very much in flux, and companies are trying to figure out how to make everyone happy (Matt Fraction had a nice mini-essay in the back of this week’s Casanova explaining the cost of the digital copy and why he wishes he could charge less, for example). However, the sort of unfortunate reality of it all is that we as readers who have iPods and iPhones and iPads and laptops and whatever are all pretty spoiled/entitled, and want good reasons to pay for things (I’m willing to admit it on my behalf), and me paying an extra dollar for a one-time use code from a comic book that I already own in print? No thanks.
However, Marvel, not to be outdone by DC in making “digital comics history”, has upped the ante. Following something the music industry figured out a while ago, Marvel will be offering up a free digital download code with it’s release of Avenging Spider-Man #1. The comic will be accessible through the Marvel Comics app or the Marvel Chrome store, and is specifically designed to make both retailers and digital consumers happy. The digital comic will include ads reminding readers to check out future issues in their local comic shops, and will assumedly become the largest digital revenue share with retailers from any comic in the digital medium so far (outside of, I suppose, tricking fans into paying an extra dollar for an “historic” event from DC).
Marvel obviously hopes to involve the retailer more in the digital realm, and while this might be a bit uneasy with some of the digital comic retailers, it is a rather major step in what feels ostensibly like the “right” direction that the “print vs digital” battle needs to go in.
So far, this situation is only in the case of Avenging Spider-Man #1, but hopefully more Marvel comics will follow suit with this and, to be honest, hopefully more companies will as well. Digital is a tricky medium to appease with, but if you look at the example of the music and DVD industry, both of which offers up free digital copies of media, it seems that more people are willing to pay for the physical with the promise of free digital. Why? Because that is having your cake and eating it too, and everyone likes to eat cake without breaking the law (because remember, piracy is illegal, even if “everybody” does it).
For the full press release from Marvel, please check behind the cut.
Marvel’s making digital comics history once more, as we are proud to announce that AVENGING SPIDER-MAN #1, from the superstar creative team of Zeb Wells and Joe Madureira, will be polybagged with a code for a digital copy of this issue on the Marvel Comics app for free. That’s right: for no additional charge to the retailers or consumers, Marvel is making sure that everyone who purchases AVENGING SPIDER-MAN #1 (all covers, including variants) at their local comic shop can get a free copy of the issue on the Marvel Comics app. This is the first time that any major comic publisher has offered a free digital copy of a comic with the purchase of the physical copy without any additional cost. This digital copy of AVENGING SPIDER-MAN #1 will be accessible via both the Marvel Comics app and the Marvel Chrome store.
“We’ve included our retail partners in crafting this program, and worked with ComicsPRO in determining what would make this program the most beneficial to consumers and retailers and I think we’ve come up with something that is not only unique and exciting, but a program that addresses most of the concerns retailers have had with previous digital programs. With the earliest initial orders already over 100k, AVENGING SPIDER-MAN #1 is set to be one of the biggest new releases of the fall and demand can only increase with these free digital codes,” said David Gabriel, Marvel SVP of Sales. “Our goal here is to give consumers the extra added value that they have come to expect for their entertainment dollar as well as the very best in comics entertainment that they have come to expect from Marvel! And that’s not all, for the first time, customers will be able to qualify their retailers for rewards by redeeming the digital codes! We’re also developing a program designed to drive digital customers into brick and mortar comic shops to help increase their business. Bringing the worlds of print and digital together in this way gives the customer a great value and one we’re sure will result in even greater sales for retailers.”
Continued belowMarvel has worked with some of the top retailers in the nation to ensure this historic new initiative benefits your local shops in major ways, including:
– The largest digital revenue share with retailers from any major comic company
– Ads in each digital issue of AVENGING SPIDER-MAN #1 directing fans to check out subsequent issues at their local comic shop
– Driving digital comics customers to their local comic store through targeted communications based on customers’ state & retailer name
– Development of a system to reward retailers for future digital purchases made by their customers
– Providing retailers with information about customers who sign up for redemption and the rate of redemption
This November, no fan can miss the release of AVENGING SPIDER-MAN #1, available in stores with free digital copy and on the Marvel Comics app.
Retailers: Check The Diamond Retailer site for a detailed FAQ addressing any questions you might have about this new initiative and the Marvel Mailer for more information.
AVENGING SPIDER-MAN #1 (SEP110536)
Written by ZEB WELLS
Art & Cover by JOE MADUREIRA
Rated T+…$3.99
FOC — 10/17/11, ON SALE — 11/9/11
