I would say the problems for BTSHC are, in order:
Before the advent of digital, I'd have said that Distribution came first before Awareness (it doesn't do any good to tell people about things if they can't get them). But now they are in the book stores and on the Web, people just don't know it. We need more advertising and more "free samples". I have a dream about a direct-mail campaign that sends a free sampler through the mail directly to people's homes and/or e-mails them a link to a digital version of the same.
I think Content is an issue but I'm more concerned with doing things to get more teen+ female readers (or at least not turning them away) and more sci-fi/fantasy novel readers, who perhaps aren't as welcoming of some of the tropes of the super-hero genre.
I would say that Pricing/Value (price, number of pages, etc.) is a factor, but it's lower because consumers make all sorts of illogical purchasing decisions, and I think at the end of the day whether something is worth the money is a personal decision. That said, obviously if the pricing could come down or the page count go up, that would be a good thing.
All of this needs to be done as experiments first, to see what works and fine-tune the strategies. I'm willing to be wrong about some of my assumptions about what other audiences want, but I'd want to get some stuff in front of people and get feedback from them.