Robot 6

‘Our goal is to hold the prices as low as possible,’ DiDio says

Dan DiDio

In an interview with ICv2.com, DC Comics Co-Publishers Dan DiDio and Jim Lee touch upon a wide range of topics, from the end of the CMX manga imprint to their digital plans to the company’s management transition. However, it’s the discussion of cover pricing, and retailer concern about the creep toward $3.99, that may be of most interest to budget-minded readers.

“Only 25% of our line is over $2.99,” DiDio tells the retail news and analysis site. “For the amount of books that we put out, the amount of product we have out there, to be over $2.99 for just 25% I think is a good, strong indication of how we’re dedicated to try to keep the prices down. […] We’re trying to hold the price as much as possible.”

He notes, however, that readers are “willing to pay the higher price for books that they want.”

“They seem to be a little more cautious about the books that are higher priced that they’re on the fence about,” DiDio continued. “We’re well aware of that. Our goal is to hold the prices as low as possible. We don’t see our line getting to the point where our competition is at where so much of their line right now is higher than a $2.99 price point.”

You can read the full three-part interview beginning here.

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Comments

13 Comments

If they hold onto that promise, I might actually start liking Didio.

Brian Augostino

August 24, 2010 at 8:12 am

I noticed a lot of the new Batman titles coming out in November are at $3.99. However, compared to Marvel, DC is doing a good job at holding that $2.99 price point.

Didio’s an ok guy. Like quesada he brings a certain character to comics that elicits a response. But I find myself disagreeing with things he says from time to time. In this instance, there had been a couple of books that I really liked that went up to the 3.99 price point. The price was the only reason I cancelled the books, and is what ultimately lead me to cancel all books. Had I cancelled all of the books that I read that appear to be going to 3.99, I think sonic the hedgehog would have been the only comic left on my pull.

Is anyone else sick of DC and Marvel refering to each other as “competition”? It They should be constantly working together to improve the medium/industry as a whole instead of this immature back in forth bickering and d**k measuring.

If they somehow brought all comics back down to a $1.00 price point, I think we would see a lot more sales.

Hey, Squashua if they were $1 I’d buy almost the entire line.

Yeah, well, this is the same guy who’s constantly going on about how DC’s goal is “to tell the best stories we can”…and we see how well THAT works out.

Okay, 25% of your line is 2.99.

But what percentage of your total sales comes from the 3.99 books?

But what percentage of your total sales comes from the 3.99 books?

I think that’s his point. The profits from the higher priced/profile titles buoy the sales of the cheaper and less popular ones, so that they don’t need to sell as many in order for DC to break even.

At least that’s the theory, not that I’m convinced it’s working.

When I saw Batman, Inc. was going to be 3.99, I almost cried. So far I have (on principle, not for economic reasons) avoided all 22-page 3.99 books, but…. it’s Grant Morrison! I don’t know what I’m going to do.

“When I saw Batman, Inc. was going to be 3.99, I almost cried. So far I have (on principle, not for economic reasons) avoided all 22-page 3.99 books, but…. it’s Grant Morrison! I don’t know what I’m going to do.”

And that’s exactly the reaction they’re counting on for that book. Same thing with the new BATWOMAN too.

Actually, I’m much more interested in the snippet that mentioned that there were other companies looking to snatch up their unfinished CMX Mangas.
http://sundaycomicsdebt.blogspot.com/2010/08/cmx-resuscitation.html

Batman & Robin at $2.99 was really the only reason I went to comic shop each month.

So now thats over with I can get a membership at the regular book shop, which has a better stocked trade paperback section. As well as, you know, regular books.

In a way this has made my life that much easier

…thanks DC :/

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