Like the early-morning regrets after an all-night bender, DC Comics reportedly has decided to pull back from plans for its “WTF Certified” cover promotion — at least in terms of the controversial title.
Newsarama reports that Co-Publisher Dan DiDio told attendees at last week’s ComicsPRO annual meeting the “WTF Certified” logo won’t appear on any of the comics released in April, “because we don’t need it.” According to an unnamed retailer, DiDio said there’s already awareness of the event among store owners and readers.
When contacted this morning by ROBOT 6, DC declined comment.
The title refers to the linewide event featuring gatefold covers designed to reveal scenes that “leave reader in a state of shock.” “This was a way to accentuate that threat or shocking moments in our heroes’ lives,” Editor-in-Chief Bob Harras said in a Jan. 14 interview with Comic Book Resources. “What we’re doing with the covers is thematically linked to that. They will be page-fold covers; the covers will tell you a story. There will be an image that will crack the page fold, and as you open up the cover, you’ll say, ‘Oh, wow!’”
When I talked about DC Comics’ April solicitations a few weeks back they hadn’t yet been “WTF-Certified.” (Caleb has an excellent roundup of the WTF specifics, and I am unlikely to improve on his observations.) That phrase suggests strongly either that DC is no longer interested in anyone young enough to use “Why The Face” in casual conversation; or, conversely, that polite society now freely tolerates even an abbreviated F-bomb.
Whatever the reasoning, DC wants its April fold-out covers to be SO! SHOCKING! that even the casual browser cannot refuse them. This is not a bad goal in and of itself. Indeed, we might quibble about which quick exclamation best captures such a “must-read” impulse — OMG! would be too Bieber-feverish, and “wait, what?” is taken — but as far as real WTF covers go, these are a bit tame.
See, back in the olden days, when print publications actually sold well, a comic’s cover absolutely had to command the consumer’s attention, and thereby encourage him or her to spend a few hard-earned coins (ask your parents, kids) on the new DC titles. The late Julius Schwartz is supposed to have said that a book would sell well if its cover boasted a gorilla, a motorcycle, the color purple and/or a question posed to the reader. (During Mark Waid’s editorship of the 1980s Secret Origins, its 40th issue got all four.) As there was no Internet providing potential readers with constant updates — and therefore requiring a steady stream of update-friendly factoids — the cover had to do all the heavy-lifting.
DC Comics announced last week that its April superhero comics will be “WTF Certified,” presumably because the month kicks off with April Fool’s Day. In doing so, the publisher made itself the easiest of targets for snide remarks. Let’s take a quick sample of the ones I found in just a five-minute search:
- “[A]n all-too-apt description of the current state of the publishing company” — The AV Club’s Oliver Sava
- “I am looking forward to ‘MILF March’ featuring all the superheroes’ mothers” — Mike Sterling
- “DC has the ability to sell comics to literally anyone with an internet connection now. It’d be nice if their tenor reflected that.” — Kevin Church
- “The company announced that all 52 of its mainstream titles would have a ‘WTF Certified’ stamp on it, presumably as a wink to fans who have been wondering what the fuck has been going on at DC.” — Outhousers.com
- “This is not a hoax, not an imaginary story, but a certified edgy promotion! The covers are gatefolds, with the “What the” part on the front and the ‘fuck’ part on the inside.” — Heidi MacDonald
- “Remember how DC is having their mature and genteel ‘WTF Month,’ where the cover is supposed to fold out and make you swear in shock and exasperation … and if children still read DC comics, presumably get your mouth washed out with soap?” — Todd Allen
- “I thought every month was WTF month at DC?” — about one-fifth of everyone leaving a comment beneath an online article on the subject
It’s not that weird for DC Comics (or, to be fair, arch-rival Marve), to occasionally be metaphorically walking around with a “Kick Me” sign on its metaphorical back, but it is pretty weird for DC to affix the sign itself and make such a big, aggressive show of pointing it out to everyone.
So let’s get to kicking them, I guess. But where to start? With the name of the event, naturally.