CBR: Marvel Outlines "AvX Sales and Marketing Initiatives for Retailers

[CBR News]

In advance of April's "Avengers vs. X-Men" #1, Marvel Comics issued a letter to retailers to answer frequently asked questions about the series and promotion. CBR has the details.


Full article here.

[NickFury90]

Well, that certainly sounds like marketing

[Sabrewulf]

That all seems kind of desperate.

They really are putting all their eggs in one basket.

I'm pretty sure any lapsed readers will have already made their mind up about this and presenting them a $3.99 Bendis book which is probably a couple of the reasons why so many Marvel fans are lapsed isn't going to help.

But good luck to them. Though I'd rather they save the marketing bucks they are going to waste here and have them invest it in keeping prices down or keeping better written books afloat. I'm pretty sure that would have a better reaction from the lapsed readers.

Plus I'm pretty sure Marvel stated recently the book wasn't new reader friendly which is why they were doing Avengers Assemble.

[Ari Gold]

I don't see what's deperate about it. I also don't think it's a matter of putting their eggs in 1 basket, it's just Marvel's Next Big Event.

What's strange to me is that they promote it to retailers the same way they promote it to fanboys. Not that it's the wrong way, just seems funny that retailers would get all hyped up by "the biggest and most ambitious story we've ever told" and "[w]hen 'Avengers VS X-Men' ends, the Marvel Universe will be a different place."
I just don't see how those pitches are distinguished from Civil War, Dark Reign, etc.

In terms of bringing in lapsed readers, I think AvX certainly has the potential. However, I think Marvel's main goal is simply getting Avengers & X core fan-bases to buy another 4 $3.99 books a month for the next 6 months.

I think the promotion may work to get a reader in the door but I have a hard time believing many will want to commit $50 to a comic book.
As a contrast, Civil War brought me back to comics. It was a $20 (7 x $3) commitment to get the entire main series, AvX is $50 (12 x $4). Even lapsed readers that are excited aren't as quick to jump in to such a large commitment.
Though introducing them to the twice-a-month schedule is interesting because that's what they'll expect going forward and the double-shipping policy of Marvel will be familiar to them.

My point though is that my excitement for Civil War quickly waned when I realized a couple months in that the tie-ins were simply gimmicks to sell more books. That the titles themselves were weaker for shoe-horning the storyline, and that they didn't add much depth to the over-arching story, they just kind of told it over again.

Anyhoo, those were my personal experiences and I imagine there are others who viewed it differently, and ultimately it doesn't matter if I stayed til the end of Civil War or not, it got me back into a comic shop on a monthly basis for the first time in years.

[Rheged]

Unbelievable amount of marketing push. As Kylun123 mentioned, though, I'm hesitant to shell out $50 bucks for an event, especially one that sounds like it was done by committee.

Love how he doesn't really answer the question. It's just more, "This changes everything!" hype.

You're always saying these events change everything, but I'm understandably a bit jaded. Is everything going to be undone here? What's the payoff?

When "Avengers VS X-Men" ends, the Marvel Universe will be a different place and the ramifications of certain actions by our major characters sets the tone for our new Marvel Universe.
This is the most seismic shift at Marvel in a decade and one that all stems from the events of "Avengers VS X-Men". The new and lapsed readers we're targeting for this event will most definitely stick around for what comes next.

[CSPDX]

I don't see what's deperate about it. I also don't think it's a matter of putting their eggs in 1 basket, it's just Marvel's Next Big Event.

What's strange to me is that they promote it to retailers the same way they promote it to fanboys. Not that it's the wrong way, just seems funny that retailers would get all hyped up by "the biggest and most ambitious story we've ever told" and "[w]hen 'Avengers VS X-Men' ends, the Marvel Universe will be a different place."
I just don't see how those pitches are distinguished from Civil War, Dark Reign, etc.

In terms of bringing in lapsed readers, I think AvX certainly has the potential. However, I think Marvel's main goal is simply getting Avengers & X core fan-bases to buy another 4 $3.99 books a month for the next 6 months.

I think the promotion may work to get a reader in the door but I have a hard time believing many will want to commit $50 to a comic book.
As a contrast, Civil War brought me back to comics. It was a $20 (7 x $3) commitment to get the entire main series, AvX is $50 (12 x $4). Even lapsed readers that are excited aren't as quick to jump in to such a large commitment.
Though introducing them to the twice-a-month schedule is interesting because that's what they'll expect going forward and the double-shipping policy of Marvel will be familiar to them.

My point though is that my excitement for Civil War quickly waned when I realized a couple months in that the tie-ins were simply gimmicks to sell more books. That the titles themselves were weaker for shoe-horning the storyline, and that they didn't add much depth to the over-arching story, they just kind of told it over again.

Anyhoo, those were my personal experiences and I imagine there are others who viewed it differently, and ultimately it doesn't matter if I stayed til the end of Civil War or not, it got me back into a comic shop on a monthly basis for the first time in years.

Eh. At least with this one there's not a ton of tie-ins like there was with Civil War. Especially if you're already invested in either The Avengers or the X-Men. Personally, I'm already getting Uncanny and WatXM so it's really just a matter of getting Avenger (was probably already going to do thanks to the Simonson artwork) and New Avengers in addition to the main mini. Considering I've gotten to the point where my New 52 pulls have been whittled down to a stable level, this at least gives me something exciting to get into for 6 months.

[Sabrewulf]

I don't see what's deperate about it. I also don't think it's a matter of putting their eggs in 1 basket, it's just Marvel's Next Big Event.

What's strange to me is that they promote it to retailers the same way they promote it to fanboys. Not that it's the wrong way, just seems funny that retailers would get all hyped up by "the biggest and most ambitious story we've ever told" and "[w]hen 'Avengers VS X-Men' ends, the Marvel Universe will be a different place."
I just don't see how those pitches are distinguished from Civil War, Dark Reign, etc.

In terms of bringing in lapsed readers, I think AvX certainly has the potential. However, I think Marvel's main goal is simply getting Avengers & X core fan-bases to buy another 4 $3.99 books a month for the next 6 months.

I think the promotion may work to get a reader in the door but I have a hard time believing many will want to commit $50 to a comic book.
As a contrast, Civil War brought me back to comics. It was a $20 (7 x $3) commitment to get the entire main series, AvX is $50 (12 x $4). Even lapsed readers that are excited aren't as quick to jump in to such a large commitment.
Though introducing them to the twice-a-month schedule is interesting because that's what they'll expect going forward and the double-shipping policy of Marvel will be familiar to them.

My point though is that my excitement for Civil War quickly waned when I realized a couple months in that the tie-ins were simply gimmicks to sell more books. That the titles themselves were weaker for shoe-horning the storyline, and that they didn't add much depth to the over-arching story, they just kind of told it over again.

Anyhoo, those were my personal experiences and I imagine there are others who viewed it differently, and ultimately it doesn't matter if I stayed til the end of Civil War or not, it got me back into a comic shop on a monthly basis for the first time in years.

Maybe I was being a bit unfair. I guess anything that gets people into comic shops and makes money for retailers can't be a bad thing.

I think my concern is as usual Marvel are muddying the waters with all the incentives which will show a large number of books ordered but not fan reaction. As Marvel have made it quite clear online reaction isn't important I imagine they will take the orders as a gauge for popularity.

Now that's obviously money in the pocket for Marvel. I just feel that from past experience, they will take it as legitimising their decisions and this will mean more $3.99 books, more double shipping, more big events, more hype driven books,and more of their architect mentality, leading to more Bendis and Fraction driven books. In short everything that I hate about Marvel.

This in my eyes takes us further away from letting well written affordable books drive them forward as opposed to marketing and price gauging.

[Rheged]

Maybe I was being a bit unfair. I guess anything that gets people into comic shops and makes money for retailers can't be a bad thing.

I think my concern is as usual Marvel are muddying the waters with all the incentives which will show a large number of books ordered but not fan reaction. As Marvel have made it quite clear online reaction isn't important I imagine they will take the orders as a gauge for popularity.

Now that's obviously money in the pocket for Marvel. I just feel that from past experience, they will take it as legitimising their decisions and this will mean more $3.99 books, more double shipping, more big events, more hype driven books,and more of their architect mentality, leading to more Bendis and Fraction driven books. In short everything that I hate about Marvel.

This in my eyes takes us further away from letting well written affordable books drive them forward as opposed to marketing and price gauging.

Marvel is a business. How much they sell to retailers IS a gage of popularity for them. The whining of a vocal minority online is not a gage of popularity. I say this as one of the whining vocal minority.

You want to talk about price gouging? Go fill your car up with gas. Comics are a luxury item, and luxury items by definition charge more.

[NickFury90]

Yeah, I'm sure they're marketing/higher prices and well-written/drawn books are not mutually exclusive concepts. And considering the subjective nature of the latter, pretty hard to build an argument on it.

[Supermutant2099]

Yawn. Over hype for nothing but what looks to be another lame and dumb crossover.

[SpideyCzar]

Even though I'm pretty excited for this event. Good writers, good artist, pretty solid concept..what's not to like? I can't help but think...what's next? Especially when in the questionaire it mentions new Marvel Universe. Or was I reading too much into what he was saying?

[vickvega]

This sounds boring as hell. Hope it doesnt affect X-factor, Fantastic Four, or Thunderbolts.

[Predabot]

This sounds boring as hell. Hope it doesnt affect X-factor, Fantastic Four, or Thunderbolts.

Depends... was FF, X-f and Thundab' affected by Civil War? It certainly sounds like that big of a seismic shift to the Universe is what they are aiming for, so if the answer was yes, then be prepared to see those books affected...

Although, as far as I understand it, X-factor was hardly affected by CW at all, yes? I suppose FF was a lot more affected by it, but the consequences ran out into the sand like nothing but water in a few months.

( Which was something of a disappointment for this reader, I will have you know.)

[Sabrewulf]

Marvel is a business. How much they sell to retailers IS a gage of popularity for them. The whining of a vocal minority online is not a gage of popularity. I say this as one of the whining vocal minority.

You want to talk about price gouging? Go fill your car up. Comics are a luxury item, and luxury items by definition charge more.

Lol I don't drive. I get it's the way of the world. I just don't like it though. Especially when DC seem to be managing to be much more fan friendly in their marketing, pricing and diverse range of titles.

Things are just going to happen how they happen though. If Marvel carry along this path it just means I'm still not going to be buying many Marvel books. Im sure with 200k orders for the 1st issue that won't matter to them though.

[donuil23]

I was on the fence for the concept, and dreading the hit to my wallet. Axel keeps saying "you've always wondered who would win in an all-out battle...", well no, I haven't.
But I did pick up the freebie at my LCS the other day, and I must say, the previews for issues 0 and 1 really did get me on board. Especially interested in the Iron Fist/K'un Lun story portion!
I'll be buying the main title and New Secret Avengers Academy (forget regular Avengers, though).