As you may recall, DC’s April promotion, announced a bit after solicitations came out, was to have foldout covers for all their titles. When you fold out the cover, the completed image is intended to shock the reader… presumably making them say “What The F***?!?” They even went so far as to circulate a WTF Certified logo for it.
Newsarama is reporting that said logo will not be on the actual covers of the April titles, though the covers will still fold out. DC co-publisher Dan DiDio allegedly spun the decision this way:
According again to a retailer in attendance, co-publisher Dan DiDio said that the “WTF” branding would not be used “because we don’t need it.” The retailer tells Newsarama that DiDio went on to say that the books have attracted attention from the marketplace already, and that retailers and readers are now aware of the significance of the gatefold covers.
So either somebody talked DC out of the logo or the logo was a publicity stunt designed to attract outrage and gain attention. I’m not sure the significance can be judged until the covers are seen, but I’m sure store owners in more conservative areas and store owners with healthy amounts of children (more specifically children whose parents are with them when they look at the racks) are relieved they aren’t going to have to explain Why TF Superman and Batman have “WTF” on the cover.
Todd Allen wears a lot of hats. At various times he’s been (alphabetically), a bouncer, college professor, humor columnist, Internet producer and an NBA/WNBA Beat Writer, among other things. He’s the author of Economics of Digital Comics. You should probably read it.