Limited Risk

Tom Brevoort, Senior Vice-President of Publishing & Executive Editor at Marvel Comics (@tombrevoort), wrote this on his Formspring account, in answer to "re: Destroyers: Is Marvel now preemptively cancelling yet-to-be-solicited books based on anticipated sales?":

"Not exactly. We've been saying for months now that we're going to be putting out fewer limited series, and instead focusing on our core monthly titles in response to where the marketplace seems to be right now. That's what we're doing. And that means that some projects that were initiated earlier are going to fall by the wayside. But at least among the best of those in terms of ideas, there's nothing saying that we can't revisit them later if conditions change." (His account is here at formspring.com/tombrevoort)

Not sure this bodes well for much of anything... Is he doing a bit of damage control on the several cancelled minis of late? Is he presenting us a 'new economy' policy? Both?

Limited series, mini-series, maxi-series, whatever you want to call them are the place where larger companies like Marvel (@MARVEL) experiment. As such, it's where the next great series comes from. "Luke Cage: Noir" was four issues that made it to my '2oo9 Best of the Year' list. "Marvel 1602", although not a favorite of mine, has made the company a lot of dough and brought a lot of fans of Neil Gaiman (@neilhimself) to the Marvel corporate characters in a sideways manner.

Minis are a very good thing. Less of them is potentially a very bad thing. But, as always, if it's really a matter of saving absolutely required green to keep the company moving to keep bringing out more comics later... then I'm for it.

~ @JonGorga

Bleh.

Given that we are about to have a big Cap film and Cap’s going to be in front of more people and in more folks’ awareness than in any other time in recent memory, well, since we killed him, it would probably not be the worst thing in the world for him to be in the suit and carrying the shield at that point.

- Tom Brevoort, on Steve Rogers putting the flag on again in July.

This is what I hate about mainstream superhero comics. Steve Rogers is going to become Captain America again. OK, I can dig it, people like Steve. I like Steve. But we're really going to abrogate the best stories in superhero comics in maybe a decade because there's a damn movie coming out? And where the hell is Bucky?!

There are two things here; first, I trust Ed Brubaker. If I think anyone can handle what I imagine has to be an editorial mandate like this well, it's Ed. There's a reason he's one of the best at what he does (and what he does is really, really, cool). Second, I haven't been reading Captain America. Oh, I've been buying Captain America, I just never end up reading it these days, which is odd considering it is ostensibly my favorite comic book and it is written by my favorite writer and he is my favorite superhero.

But I'm certainly going to read that new #1 in July. Maybe it isn't the worst thing in the world to have Cap wearing the flag right now?

One other thing to think about: the solicit to Captain America #619 doesn't say "final issue." Maybe we'll get some Bucky comics in whatever that becomes, if it, recent Thor-style, becomes anything.

(Olivier Copiel cover via Bleeding Cool)

Marvel Starts Counting From Point One in February?

Marvel has begun promotions for a new initiative first announced months ago in November:

MARVEL.1

Another new attempt to grab new readers, Marvel will be producing certain upcoming extra issues and labeling them as "a perfect starting point, kicking off Marvel's biggest and most impactful stories of 2011".

The issues listed by the marketing postcards and Marvel's press release as part of the Point One campaign are:

"Amazing Spider-Man" #654.1

"Invincible Iron Man" #500.1
"Wolverine" #5.1
in February

"Captain America #615.1
"Deadpool" #32.1
"Hulk" #30.1
"Thor" #620.1
"Uncanny X-Force" #5.1
in March

"Avengers" #12.1"

"Secret Avengers" #11.1
"Uncanny X-Men" #534.1
in April

Combined with a "huge marketing push" each full 22-page issue will be priced at $2.99 and followed by a second issue in the same series within the same month of the Point One issue release.

[via Marvel.com press release]

More importantly, each issue is designed with the goal of being both enjoyable by-itself and as the first part of a longer experience.

The issues are to be literally numbered with a .1 so the "Thor" issue will be "Thor" #620.1. I assumed most likely it would be purely a visual gimmick but ComicsAlliance.com reports here that there will be a regular issue (#620) and a Point One issue (#620.1) followed immediately by another regularly numbered issue (#621).

I'm not sure this campaign can actually succeed in bringing in new readers to Marvel's comics/characters/universe.  That said, more comic-book issues that tell self-contained stories but connect to larger ongoing concepts and story-elements is great, great, great and we need more of it so everybody gets a solid value and less unpleasant surprises when they purchase a comic-book expecting what Tom DeFalco once called "a complete unit of entertainment" (Marvel Podcast, "The Amazing Spider-Girl"; 4/28/2oo7). The months February, March, and April do lead us right to May, the month that has become the traditional one for Free Comic Book Day to fall in. So a line has been drawn making it easier for non-comics people to find simple great superhero comics stories. That's a great step forward. Almost as big a one as Marvel's statements that they will be utilizing their "PR firm" to reach a "mass audience". Here's hoping there's Disney money at that particular PR company.

Back in November, then Marvel Executive Editor (now Senior Vice President of Publishing) Tom Brevoort pointed out that by utilizing a decimal point the idea was far more flexible and repeatable than the Free Comic Book Day editions that arrive in our stores every May or the old #0 and #1/2 issues from the Nineties. Incidentally, the idea of numbering a comic with a decimal is an idea I'd had bouncing around in my noggin for an entirely different purpose and context. But that is a story for another day.

In the meantime, The Long and Shortbox Of It wishes Marvel well in advertising the campaign in as many media outlets as possible both in and outside of comics.

~@JonGorga