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Subj: It wasn't the crossover that boosted that...
Posted: Tue May 19, 2009 at 09:46:19 pm EDT (Viewed 386 times)
Reply Subj: I disagree as an absolute
Posted: Tue May 19, 2009 at 06:11:01 pm EDT (Viewed 383 times)
Quote:Okay, I should probably nuance that title a bit... crossovers DO bump sales... but ONLY for the duration of the crossover. Same as variant covers - as soon as they stop, sales go back to the original trend.
I don't think you can say that as an absolute.
Crossovers and tie ins to events bring new readers into a series, even if for a limited time. It's up to that title to keep the readers there.
Anytime you can get a new reader to sample a title, you have a chance to keep them around. Besides the examples of crossovers or tieins, it can be the same for variant covers, anniversary issues, new creative teams, or hyped events. Look at the success Captain America has had when it killed Steve Rodgers. Many people bought the "Death of" issue, and some of them stuck around.
Of course, it is hard to keep them, but it's not impossible.
See, you miss the basic problem: You and me aren't Marvel's customers. The retailers are. And retailers' default position is to assume that post-crossover sales will be equivalent to or lower than pre-crossover sales (for fairly sound reasons - if they order more than they can sell, they lose money on that title that month. Hence a natural conservatism springs into the equation - the potential upside of selling more issues is more-than-tempered by the fear of losing money) unless they have a specific reason to act in a contrary manner...
...and most of those "specific reasons" are pretty drastic. Death of Cap is an exception and a half because it hit on a slow news day and got US-wide coverage for at least a full week, including frigging OBITUARIES. Other exceptions include the complete retooling of the Thunderbolts series after Civil War, with a new premise, team lineup including high-profile villains, a high profile writer, high-profile artist, variant covers AND a promotional push.
Crossing over with one other series and without drastic changes in the process? Not likely to boost sales past the immediate crossover one iota, and even major stunts aren't guaranteed to do so - the Obamamania ASM issue was the highest selling comic since the early 90s... and hasn't boosted ASM sales one little bit.
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