Axel-In-Charge: Unmasking the "Totally Awesome Hulk"
“It was in DC’s core DNA to protect and serve physical comics stores. To the point where every 18 months or so they’d pay for a hundred comics retailers to attend a special DC conference, where the retailers could moan at them for two days and then go home and order more Marvel comics. (In broad and crude terms, DC were the attentive suitor, while Marvel Comics treated retailers mean to keep them keen.) Now, there is a fascinating situation where DC will polybag special issues of JUSTICE LEAGUE #1 with a digital-comic download code, a book that will cost an extra dollar. Comics are done on firm sale. Which means, as far as I can see, that the retailer is being charged extra money on each copy of that edition too. Maybe I’m wrong, and comics retailers aren’t being offered a reach around while getting a mild pegging. But it’s an interesting kind of support. DC are offering support to retailers in other ways and are making sympathetic noises, but other quotes from this roadshow — one from Bob Wayne, DC’s head of sales, boiled down to ‘if you’re not selling enough of our comics you’re not doing your job’ — tend to suggest that someone at the company has realised that the comics retailers already have a girlfriend and never liked DC anyway.”