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