Why $4?

[Marvel420]

Why is the spiderman title $4? I mean I its such a light read compared to the blackest night books. Don't get me wrong I love it and the extra dollar isn't that bad but still.

[Leto]

maximize profits

[carabas]

Pure, unadulterated greed. Because they figure enough people are dim enough to pay $4 for 22 pages of story.

[Brian M.]

Pure, unadulterated greed. Because they figure enough people are dim enough to pay $4 for 22 pages of story.

Yes, greed. What a horrible, horrible thing this greed is. That extra dollar is pure evil.

[carabas]

Le'ts just say I'm not a fan. Wars get started out of greed. It is not really one of the finer aspects of the human psyche.

[ThunderWolf!!!]

Pure, unadulterated greed. Because they figure enough people are dim enough to pay $4 for 22 pages of story.

Because it's Bendis.His books sell out and people will buy them no matter the cost.The book sells the same amount of copies now, but costs more so Marvel earns more dollars.

[artiepants]

To see if you'll pay it. I won't and I bought every issue of USM, Ultimate Team-Up and all the Annuals and specials. But I will not support this price-point

[Grapeweasel]

To bridge the gap between $3 and the inevitable $5?

[carabas]

The book sells the same amount of copies now, but costs more so Marvel earns more dollars.This is not true. Both Ultimate Spider-Man and New Avengers are down in # of copies sold.

[Marvel420]

To bridge the gap between $3 and the inevitable $5?

If that ever happens I will inly get DC books, they have been keeping stuff at $3 and blackest night is may more worth the $4 then siege is so far.

[Chachi]

Because Bendis is Marvels Savior and they have to charge an extra buck to pay his salary.

[noh-varr]

Why is the spiderman title $4? I mean I its such a light read compared to the blackest night books. Don't get me wrong I love it and the extra dollar isn't that bad but still.

You answered it right there in the bold bit. Because people are willing to pay that much for it!

[ThunderWolf!!!]

This is not true. Both Ultimate Spider-Man and New Avengers are down in # of copies sold.

The last 2.99 issue of New Avengers was #48.It sold 95 000 copies.New Avengers #59 sell 74 000 copies for 3.99.
95 000 x 3 = 285 000.
74 000 x 4 = 296 000.

Ultimate Spider-Man #132 sold 50 000 copies at 2.99.Ultimate Comics Spider-Man #4 sold 49 000 copies.

So both these Bendis books are making more profit at 3.99 than 2.99.Bendis just sells.

[IAMFuzzy]

The last 2.99 issue of New Avengers was #48.It sold 95 000 copies.New Avengers #59 sell 74 000 copies for 3.99.
95 000 x 3 = 285 000.
74 000 x 4 = 296 000.

Ultimate Spider-Man #132 sold 50 000 copies at 2.99.Ultimate Comics Spider-Man #4 sold 49 000 copies.

So both these Bendis books are making more profit at 3.99 than 2.99.Bendis just sells.Yes they make more money from sales but do you really think advertisers are still paying the same amount for less readers?

[ThunderWolf!!!]

Yes they make more money from sales but do you really think advertisers are still paying the same amount for less readers?

Don't have any info on that.

[YouthofToday]

Yes they make more money from sales but do you really think advertisers are still paying the same amount for less readers?

I could be totally wrong how this works. I thought advertisers just paid Marvel a flat rate for all their books. Like, i don't think they pay more to be in New Avengers compared to Dr Voodoo.

[carabas]

The last 2.99 issue of New Avengers was #48.It sold 95 000 copies.New Avengers #59 sell 74 000 copies for 3.99.
95 000 x 3 = 285 000.
74 000 x 4 = 296 000.

Ultimate Spider-Man #132 sold 50 000 copies at 2.99.Ultimate Comics Spider-Man #4 sold 49 000 copies.

So both these Bendis books are making more profit at 3.99 than 2.99.Bendis just sells.You said he sells the same amount of copies, not that he makes the same amount of money. They lost 20.000 New Avegers readers. That's not nothing.

As for Ult. Spidey:
08/09 U.C. Spider-Man #1 - 86,008 (+107.9%)
09/09 U.C. Spider-Man #2 - 57,477 ( -33.2%)
10/09 U.C. Spider-Man #3 - 52,813 ( -8.1%)
11/09 U.C. Spider-Man #4 - 49,106 ( -7.0%)
Book is dropping fast and hasn't quite bottomed out yet.

[carabas]

I could be totally wrong how this works. I thought advertisers just paid Marvel a flat rate for all their books. Like, i don't think they pay more to be in New Avengers compared to Dr Voodoo.I wouldn't know about that. But wouldn't more and more advertisers just be happy to not advertise in New Avengers at all if sales keep getting lower?

[DrDoom616]

To bridge the gap between $3 and the inevitable $5?

That will be the day I stop buying altogether

[DrDoom616]

You said he sells the same amount of copies, not that he makes the same amount of money. They lost 20.000 New Avegers readers. That's not nothing.

As for Ult. Spidey:
08/09 U.C. Spider-Man #1 - 86,008 (+107.9%)
09/09 U.C. Spider-Man #2 - 57,477 ( -33.2%)
10/09 U.C. Spider-Man #3 - 52,813 ( -8.1%)
11/09 U.C. Spider-Man #4 - 49,106 ( -7.0%)
Book is dropping fast and hasn't quite bottomed out yet.

Issue 1 cannot really be taken into the equation due to multiple variant covers that no doubt pushed up the sales anyway

This is also the reason why Loeb's books will sell, as all his books seem to have a multitude of variants to push up sales

[carabas]

Issue 1 cannot really be taken into the equation due to multiple variant covers that no doubt pushed up the sales anywaySales are still dropping, even without #1 taken into the equation.

[Maestro]

it's because comic book stores don't operate on the hopes and dreams of fanboys. they need more money too

[Will.S]

One would think that Marvel would have a more inviting price point for the Ultimate line given how badly they've messed it up but perhaps they had expectations for Ultimate Comics to not do as well as it used to and bumped up the prices for that extra profit before they can the line altogether (if that ever happens). I don't know if the bumped up price has a whole lot to do with the creators either since it's a line wide price change.

You won't find me buying any Ultimate books for $3.99 that's for sure, although trades and collections might be another story if I can get them for a cheap price.

[Grapeweasel]

That will be the day I stop buying altogether


That's what I said at 35 cents...

[_Radjack_]

That will be the day I stop buying altogether

That will be the day that I'll stop buying monthlies and start only buying Trades...

[barrybonds]

I could be totally wrong how this works. I thought advertisers just paid Marvel a flat rate for all their books. Like, i don't think they pay more to be in New Avengers compared to Dr Voodoo.

No way. Ad rates are always based on number of potential readers. It costs more to advertise in New Avengers in Dr. Voodoo. Advertisers aren't crazy; they would rather advertise in Blackest Night than Incredible Hercules. I would expect that ad revenue has fallen with the decrease in readers.

[Pro]

the extra dollar isn't that bad

If you insist on bending over you're bound to get screwed.

[Brian M.]

If you insist on bending over you're bound to get screwed.

The extra dollar isn't a problem for some people so why should they get upset?

If I believe I'm getting a $4 value out of my books who are you to tell me I'm being screwed?

Stop being so bitter Pro, life can be fun sometimes.

[Pro]

If I believe I'm getting a $4 value out of my books who are you to tell me I'm being screwed?

Because you are being screwed. It has nothing to do with your sensibilities. You're not getting anything more than you did when you paid $3. You believe you're getting $4 value from your comics? Fact is you don't. You're still getting the same $3 worth, you're just paying $4. Marvel has clearly stated the reason the prize went up was to see if they could make you pay more. You're not getting any more value out of your comic than you did before, it's not to cover any additional production costs or to battle inflation, the product's value hasn't increased nor its quality, it's just that you pay more. And the reason why they get away with it is simply that you lack the fortitude to say: "No thanks i don't want to pay more and getting the exact same value i did when i paid less".

[Brian M.]

Because you are being screwed. It has nothing to do with your sensibilities. You're not getting anything more than you did when you paid $3. You believe you're getting $4 value from your comics? Fact is you don't. You're still getting the same $3 worth, you're just paying $4. Marvel has clearly stated the reason the prize went up was to see if they could make you pay more. You're not getting any more value out of your comic than you did before, it's not to cover any additional production costs or to battle inflation, the product's value hasn't increased nor its quality, it's just that you pay more. And the reason why they get away with it is simply that you lack the fortitude to say: "No thanks i don't want to pay more and getting the exact same value i did when i paid less".

Maybe I think the $3 was a bargain, undervalued product?

[40footwolf]

Because they can get away with it.

Give yourselves a pat on the back, everyone.

[Plawsky]

Because you are being screwed. It has nothing to do with your sensibilities. You're not getting anything more than you did when you paid $3. You believe you're getting $4 value from your comics? Fact is you don't. You're still getting the same $3 worth, you're just paying $4. Marvel has clearly stated the reason the prize went up was to see if they could make you pay more. You're not getting any more value out of your comic than you did before, it's not to cover any additional production costs or to battle inflation, the product's value hasn't increased nor its quality, it's just that you pay more. And the reason why they get away with it is simply that you lack the fortitude to say: "No thanks i don't want to pay more and getting the exact same value i did when i paid less".

If to ME reading that story every month is worth $4, how is that not me getting $4 value out of it? Alot of people would even say $3 is an outrage for a comic book. It's all about how much that comic is worth to you. Sure, I would rather pay $3 for comics - but I'd also rather pay $1. Marvel is just seeing if these stories are worth $4 a month to the readers. As long as people keep buying at $4, the price will stay there. And on USM, I'm okay with that, because I like it enough to buy it; just like I don't buy ASM because I think $9 a month (even if for 3 issues) is too much to follow one character - but I can understand why some people will pay it.

[Pro]

Maybe I think the $3 was a bargain, undervalued product?

Fair enough. I don't really think you felt it was an undervalued product. But fair enough.


Marvel is just seeing if these stories are worth $4 a month to the readers.

And the only reason they're worth $4 is because that's the price tag Marvel put on it.
Not because the readers all en masse got together and decided they needed to support Marvel with an extra dollar a month. The only decision on your part was:"Do i swallow or do I spit?"

[Plawsky]

And the only reason they're worth $4 is because that's the price tag Marvel put on it.
Not because the readers all en masse got together and decided they needed to support Marvel with an extra dollar a month. The only decision on your part was:"Do i swallow or do I spit?"

Of course people didn't get together and say "this is worth $4 to all of us - you should charge that." If people are still buying it at $4, then the books worth $4 to them. I pay $4 for each issue of The Marvels Project, but it's easily worth more than that to me - because I really enjoy that book. If Marvel bumped the price up, I would still buy it because it's worth it to me. You obviously seem to be really opposed to Marvel or something, but the fact is - if people are still buying it, it's worth it to them.

[Will.S]

Of course people didn't get together and say "this is worth $4 to all of us - you should charge that." If people are still buying it at $4, then the books worth $4 to them. I pay $4 for each issue of The Marvels Project, but it's easily worth more than that to me - because I really enjoy that book. If Marvel bumped the price up, I would still buy it because it's worth it to me. You obviously seem to be really opposed to Marvel or something, but the fact is - if people are still buying it, it's worth it to them.
Which is true, but if Marvel keeps pushing the ceiling on the prices it's going to really make things worse and make people think twice about things.

So far I've begrudgingly accepted the $4 prices on books that I feel like I absolutely must read but I still remain judicious with other titles or mini's that I would have checked out if they were cheaper. But so far this Ultimates stuff is totally not worth my time or money, in singles at least.

[Plawsky]

Which is true, but if Marvel keeps pushing the ceiling on the prices it's going to really make things worse and make people think twice about things.

So far I've begrudgingly accepted the $4 prices on books that I feel like I absolutely must read but I still remain judicious with other titles or mini's that I would have checked out if they were cheaper. But so far this Ultimates stuff is totally not worth my time or money, in singles at least.

I totally agree - they're definitely on thin ice with $4. Any higher for an ongoing and I think sales would drop drastically. My main issue with the $4 price tag is that it's tough to pay that much for Ultimate Spider-Man when I only pay $3 a month for Uncanny X-Men, or a 100+ page annual for $5. I'd also be more inclined to buy 3 $3 comics per month than 2 $4 books - generally speaking. I like USM enough to keep buying it, but it will have to keep being one of my favorite books for me to keep paying for it. It's just unfortunate that, at the moment, they seem to be using the Ultimate Universe as a pricing experiment, which says to me that they don't really care about it too much.

[Brian M.]

Which is true, but if Marvel keeps pushing the ceiling on the prices it's going to really make things worse and make people think twice about things.

So far I've begrudgingly accepted the $4 prices on books that I feel like I absolutely must read but I still remain judicious with other titles or mini's that I would have checked out if they were cheaper. But so far this Ultimates stuff is totally not worth my time or money, in singles at least.

That's the beauty of the free market though. If they keep raising the price, all books at $4, then some books at $5 and on and on, the ceiling will be reached when Marvel reaches a low point in sales. In order to up sales, they'll lower the price and then you have a downward thread and then upward and downward ... you get the point.

[Pro]

That's the beauty of the free market though. If they keep raising the price, all books at $4, then some books at $5 and on and on, the ceiling will be reached when Marvel reaches a low point in sales. In order to up sales, they'll lower the price and then you have a downward thread and then upward and downward ... you get the point.

You have an exceptionally idealized notion of capitalism. :p.
I'm really having trouble recalling a situation where free market entertainment worked the way you just described. Usually companies with dropping sales are losing clients, investors, advertisers, media attention, public attention. They are either usurped by larger companies or drown in favor of another company.

Marvel's comic branch is tiny compared to their toys and licencing branch. Profit-wise comics take up a pretty small amount.
With Disney backing them it is likely the character stable will remain a viable source of profit, comics though, if they keep raising the price till they've weeded out all but the most diehard fans, doubtful.

In this case when the ceiling is reached Marvel might find its foundations collapsing.

[Rawhide Kid]

Marvel has clearly stated the reason the prize went up was to see if they could make you pay more.
Where have they stated this ?

[Pro]

Where have they stated this ?

Interview with John Turitzin.
I think Joe Q confirmed it in another interview.

[Rawhide Kid]

Interview with John Turitzin.
I think Joe Q confirmed it in another interview.
Thank you, the interview with Turitzin is here. (http://www.bleedingcool.com/2009/06/01/marvels-john-turitzin-on-price-increases-%E2%80%9Cwere-just-looking-to-maximise-our-profits-for-business%E2%80%9D/)
(didn't look for the Joe Q's one)

Well, he puts it pretty simple: you buy it, the price will rise. You don't, the price will stay at 2.99$.
I really wonder what I will do...

It's a very, very weird announcement, don't you think ?

[SUPERECWFAN1]

Thank you, the interview with Turitzin is here. (http://www.bleedingcool.com/2009/06/01/marvels-john-turitzin-on-price-increases-%E2%80%9Cwere-just-looking-to-maximise-our-profits-for-business%E2%80%9D/)
(didn't look for the Joe Q's one)

Well, he puts it pretty simple: you buy it, the price will rise. You don't, the price will stay at 2.99$.
I really wonder what I will do...

It's a very, very weird announcement, don't you think ?

Well its the same exact thing DC has showed recently. Green Arrow/Black Canary had a price increase and 8 pages added to go to $3.99 . Its just that the book was shit and it took months as sales went into a freefall that DC realized... giving us 8 extra pages of crap doesn't make us wanna buy a book with an extra dollar price tag.

They recently lowered the price to $2.99 and have changed creative teams on it to try and regain sales.

[Rawhide Kid]

Well, I pay 3.99$ for Detective Comics and Doom Patrol and I think it is justified because of the Second Features.
More pages=higher price makes sense to me.

I also pay 3.99$ for "independent" stuff at IDW or Avatar for instance.
They don't have the financial backup that DC or Marvel have, so it makes sense to me that they're more expensive.
(I really don't know if this is true or not, I could be totally wrong)

But with this interview, we have a guy who basically says: "We try this price because we want more money. I don't care what we sell, it's not even for the survival of what we sell, it's just because we want more money for the sake of it."

I find this absolutely repulsive and I'll be sure not to buy this kind of 4$ comic-book from Marvel.

True, there is also the point of selling less popular comics cheaper, like the children stuff.
I don't believe in that kind of things, where the sales are being watched globally, where they'd say: "Well, this comic is not profitable but with this one, we cover the costs so we keep publishing the two of them".
If a title is not profitable, it gets axed. That makes sense to me, not the "This will pay for that".
(and I'm not even really sure that it is what he meant when talking about the different price points)

But the problem seems easy: they will reduce the price if people don't buy.
So don't buy.

[obii]

I dropped most superhero books when they hit the $3 mark and had to compete storywise with what Vertigo puts out at $3.
Only Marvel comic which made the cut is Daredevil and the Ultimate line in HC, but I am not sure I continue it with this $4 price tag.
Will check out the downloads and what reduction amazon gives and then decide.

[Pro]

Last Thursday, Marvel’s General Counsel and Executive Vice President to the Executive Office, John Turitzin told a financial audience that the price increase on a number of Marvel titles from $2.99 to $3.99 is part of an ongoing process of testing just how much money they can make from publishing comics.

Note the bolded part. Don't expect this to be the end. As long as you keep buying they'll keep raising the price. Solution? Simple. Don't buy your comics for a few months. That's all it takes.


We’re just looking to maximise our profits for business.without alienating our own fanbase without making them feel that they’re gouged which I hope you don’t feel.

Hypocritical arse.


A 50% price increase may only lose 25% of customers, leading to a higher net profit.

How the hell is dropping 25% of your readers not alienating your fanbase?

[Brian M.]

Note the bolded part. Don't expect this to be the end. As long as you keep buying they'll keep raising the price. Solution? Simple. Don't buy your comics for a few months. That's all it takes.



Hypocritical arse.



How the hell is dropping 25% of your readers not alienating your fanbase?

Oh God Pro, this isn't being Hypocritical at all, a business's role is to make money not to stroke your junk. If they can increase the price at the cost of a few readers, so be it. Bottom line is all that matters.

[Majinoaw]

I think with this economy, readers are going to have to cherry pick what they buy as opposed to buying "every" issue now.

If the pricepoint is too much, don't buy it. Marvel has to make a profit too. It's funny though, because when every other publishing entity (papers, newsletters) is cutting costs to retain profit, marvel is raising their's. They know their audiences too well.

[rancidpnx]

And all this time I thought it was due to the fact that tons of Marvel's $2.99 books were crap and getting cancelled all over the place... Might as well make up the difference somewhere, right?

Marvel screwed themselves in the 1990's and if they're not careful they will again.

Also, trades will become (as they are currently) more and more relevant than individual issues if cost becomes too much of an issue.