While Marvel’s corporate policies don’t allow for too much investment in their print business, they have been really ramping up the digital side of things. Why? Rob Salkowitz looks at the meta side of the new online comics line and AR experiments in terms of how it positions the company:
The new strategy provides an elegant solution to a number of Marvel’s immediate business problems. It retakes the initiative in the critical digital space and changes the conversation from “What is everyone going to do about DC?” to “What is everyone going to do about Marvel?” It serves the brand interests and the audience self-image of the self-styled “House of Ideas” by coming to market with a big, bold, announcement that changes everything and RAWKS YOUR WORLD! By lobbing this grenade from SXSW, it made a bid for attention in hipster and high-tech circles, the traditional market segments that border the comics niche and represent its most natural sources of new readers.
The whole piece is arguable but thought provoking.