And this is where the other shoe drops.
DC Comics have quite radically restarted all their comic books from issue one, cancelled a stack of them, and begun a new load too. And they are making them all available digitally on the day of purchase. This is a big thing, with an eye on a big mainstream audience. But how will DC reach that audience, given the insular nature of the comic book industry in the USA?
Well, I understand that DC is to launch a major national television advertising campaign for the new line of comic books.
Declaration of interest here, I’m an experienced advertising copywriter and only recently stepped down from a Head Writer position at a London ad agency to go full time on Bleeding Cool.
Comics, when they have advertised on radio or television, have generally done so pretty poorly. Vertigo’s ad exchange with BBC America saw them advertise their Crime OGN line and the Fables collections on the channel, the latter was tolerable but the former was execrable.
Benefit-led commercial, please folks. Advertising a reason why they might want to buy a comic book in the first place, what it could mean to them on an emotional level. What’s in it for them and why should they care? Think how a theme park ride does it…