It’s obvious to anyone who’s been looking at the sales charts of late that DC is having something of a sales problem, with levels not bouncing back after Convergence and the DC You relaunch something of a dud. Dark Knight III was a cash injection but it hasn’t been enough to lift the fighter off the sand bar. Si what’s next? Well, CBR has confirmed reports tat DC is planning to take some of its series bi-monthly next year.
It’s something Marvel has been doing for years, notably with Spider-Man, Avengers and the X-men. It’s been going on for a long time at Marvel and it’s worked, as shipping 18 issues of top selling titles in a year has significantly boosted their bottom line. In fact it’s such an obvious thing that back in May a CBR poster asked “Why does DC not double ship their buggest titles?” which hilarious typo aside probably mirrors the thinking of some at DC.
While the titles that will be put on the accelerate schedules haven’t been announced (as in fact nothing has), one would guess that the likeliest picks would be popular books like Batman, Harley Quinn and so on.
DC has had a lot of success doing weekly books—an area where they have consistently outperformed Marvel, in fact—so this is kind of not so far out of their wheelhouse. However, I think it’s fair to say that they are far from out of the woods on their sales slide.
Also, if I may venture a guess, getting this to work isn’t a matter of getting readers to go along with it, but getting retailers convinced that it will work.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.