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Image Comics Finds A New Way To Promote Their Comics Instore. Or, At Least, Six Of Them At A Time.

Published Thu, 17 Jul 2014 12:30:41 -0500

Last updated Thu, 17 Jul 2014 17:08:37 -0500

Expect to see a few more Image Comics titles in your local store in upcoming months.

The publisher does have an interesting history, beginning by publishing a raft of comics by hot Marvel artists that excite many but eventually considered to be pretty much vapour in print form. After a few years, the company began to sell what were considered less commercial titles that didn't sell well. And that was their reputation until The Walking Dead came alone. Most retailers thought that was a fluke until Saga came along. And Chew, and East Of West and Lazarus and Pretty Deadly and Sex Criminals. A series of returnable deals helped a number of these titles break through and become consistent performers for a number of stores.

But because Image keeps starting new comics, with new ideas often from new creators, retailers can have difficulty in coming to terms with which titles might sell for them and, even with the returnability program, can be a superstitious and conservative lot.

Image Comics is looking to change that, to find a way to brand Image titles together and excite retailers by giving them extra discounts.

First, retailers who order a certain amount of 85% of the Image Comics line will get a small extra discount on buying them, depending on the size of the store.

And those who agree to use the display pictured here will receive a certain amount of titles to fill for free, only having to pay for those that sell – after the other have been returned.

This kind of promotional activity will help retailers better judge the audience for an unknown title as well as provide considerable opportunity to co-brand new launches with existing familiar titles.

Which is similar as to how the Marvel NOW promotions tie new launches with familiar titles, though basic proximity. And in this case, literally making sure these titles are stacked next to each other.

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