At the Diamond Retailers lunch, DC announced a major move to boost their non-superhero lines by making issues from Vertigo, Mad, and the kids line fully returnable. A similar move helped the New 52 catch hold as retailers were able to take a risk-free move on issues 2 and 3 of the relaunches.
This time, DC is making issues 1-3 of their new Vertigo titles fully returnable, as well as books from the kids line—including Looney Tunes, Scooby-Doo, Teen Titans GO! and the new Beware the Batman book. In addition, MAD Magazine will be made fully returnable. Bob Wayne noted that often sales of MAD were dependent on the cover parody—”Superman sells better than Mike and Molly,” he said.
This is a pretty interesting move—full returnability is a powerful sales tool, and DC is applying it to their “alternative” and “myopic” lines even as many are suggesting that interest in the New 52 has stagnated.