Remember when comic books had only one cover each, and they didn’t glow in the dark or feature moving images? When the cover was just a good-looking illustration that made you curious about the story inside? And it was by the artist who actually drew that story?
Yeah, me neither.
Like it or not, we live in the age of specialized covers, whether in the form of variants or, for lack of a better (and less-derisive) term, gimmicks. I’ve mostly made peace with that, but the near-simultaneous announcements of Valiant bringing back chromium covers and DC doing a second round of lenticular covers recently stirred it all up again.
I know I’m being kind of silly about it. I mean, who cares? If people want them, they should have them. Obviously they help to increase sales, otherwise publishers wouldn’t go through the trouble. But is there more to it?
The thing is that variant covers have never been more prevalent. People used to make fun of publishers like Avatar Press, which would flood each release with boatloads of different covers for the same story. It turns out the company was ahead of its time. That’s not always a good thing, of course. Variant covers can cause confusion with new or more casual readers who may not remember the issue number they last bought but can recall what was on the cover.