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Op/Ed: DC’s Digital Plan: Has Longbox Lost?

June 23rd, 2010
Author Lan Pitts

As reported earlier this morning, DC Comics has entered the digital age of comic distribution a little more than a hundred books and some free previews to buy, including the first six issues of Tiny Titans (aw, yeah), the first twelve issues of The Losers, all six issues of Green Lantern: Rebirth, and the first issue of my favorite book right now, The Unwritten. Each title mentioned is $1.99 each (which I find weird since Unwritten debuted as a dollar), but there are a few free titles such as Fringe #0, Mirror’s Edge #0, and Batman: Black and White (five stories!).

The DC Comics app and store for iPhone, iPod Touch and iPad is being powered through ComiXology, who is also partnered with Marvel Comics for their app, as well as BOOM! Studios for theirs. So in a span of a few months, ComiXology practically has a huge chunk of the digital comics market…before the Longbox app has even launched. Do they even have a chance now?

Now, I was wondering if there was a Windows Application or something in that ballpark so I wouldn’t have to view my comics on strictly Apple products. Well, there is https://comics.comixology.com/# which allows readers to view virtually all their digital comics from ComiXology on a web based interface, including the new DC Comics, which have their own storefront. Marvel is unfortunately absent from here, as they have their own web-based digital comics solution in place. With that available for Windows, Mac, and Linux users already, the only questions remaining are solutions for Android or other wireless platforms, and for consoles, as planned by the aforementioned Longbox.

I think DC is doing the right thing and tapping into a market that is slowly but surely becoming something that people have been wanting more of. I’m not a naysayer in the situation or anti-tech, but I’m not completely won over…yet. More titles are to be added later, but nothing I absolutely need right now, but I can see later down the line if I miss an issue or can’t go to my LCS where something like this might come in handy.

Newsarama Note: The opinions expressed here are solely those of the author, and not necessarily representative of Newsarama or any of its other writers/editors.

29 Responses to “Op/Ed: DC’s Digital Plan: Has Longbox Lost?”
  1. artiepants Says:

    Here’s my opinion: i LOVE reading comics on the iPad. It is this –> $20 instead of a potential of <$80.

    i don't know why, but $2 is just a mental barrier for something i don't really "own". I'd suggest moving to a tiered system, where newer stuff is $2.99, then after 6 months/1 year drops to $1.99 and anything release over 2-3 years (maybe even 5) ago is $.99. That would minimize the cannibalization of physical trades and singles, and I feel they'd WAY make up in volume what they are missing out on in unit price.

  2. artiepants Says:

    hmmm, a very large section of my post got eaten by the internets! lets try again…

    Here’s my opinion: i LOVE reading comics on the iPad. It is this close (imagine holding up a thumb and forefinger with a small space in-between) to “being there” (reading an actual book ~ and in some ways, the art looks even better.), but IMHO, $1.99 is too much for a digital book ~ at least for ‘back catalog’ material.

    if the books were priced at $.99, i would probably get one almost every day. So, I’d be spending $300-400 a year. At $1.99, i’ve gotten about 8/10 since the iPad launch (almost 3 months). so i’ve spent less then $20 instead of a potential of more than $80.

    i don’t know why, but $2 is just a mental barrier for something i don’t really “own”. I’d suggest moving to a tiered system, where newer stuff is $2.99, then after 6 months/1 year drops to $1.99 and anything release over 2-3 years (maybe even 5) ago is $.99. That would minimize the cannibalization of physical trades and singles, and I feel they’d WAY make up in volume what they are missing out on in unit price.

  3. abstrakt Says:

    @artiepants- To be honest I don’t see digital having the potential to cannibalize trades as trades have become very mainstream and can be found conveniently at any bookstore or digital venue. Singles is a different story though the direct market is very niched as opposed to digital and trade having much more mainstream appeal.

  4. artiepants Says:

    actually, you reminded me, another point that I forgot to make was that they need to offer ‘Digital trades’ that let you get whole stories in one shot for a bit of a discount (even if in the background it’s still just the 4-5-6 separate files still)

  5. john s Says:

    I think the idea is great but not the price. I would pay $.99 but not $2 a book. This is a double edge sword thing now everyone can say they have ditigal comics but at the price no one will buy many and then it can be consider a bomb. The comic stores have nothing to worry about because a weekly book priced at the same price as the real hold it in your hands book will not hurt the comic shops at all.

  6. Scott Says:

    I still have little interest because of the pricing. I get a 25% discount at my LCS, so a $2.99 book only costs me $2.24. So, I could buy a digital copy for $1.99 or for 25 cents more, own the real thing? I’ll take the real thing every time.

    Down the road, if the entire DC library were digital, I could possibly see myself (maybe) paying 99 cents an issue for a lot of the back catalog (Gold/Silver Age stuff).

  7. Yipe Striper Says:

    i’d already delved into the Dcomics with IDW where i read several Star Trek books while i’m rocking the baby to sleep.

    However this is on the iPhone. I don’t have the ipad… dont really see getting one for a while either. its possible to read them on the iPhone, but not as nice as paper.

    I’ll wait and see what this leads to… until then i’ll continue shopping at the paper store.

    .99 cents… ? try .50 cent issues. my comic shop has a 50 cent bin i raid constantly… sometimes i take 10 bucks worth… good stuff in there. if they were .99 or worse 1.99… i’d pass by them all the time.

  8. Michael Says:

    As a relatively new iPad owner (just over a week and a half now) I have really enjoyed the comics available on the iPad. I haven’t bought anything “new” that I would have purchased at my local comic shop instead. Rather I’ve been picking up some older issues/series that I passed up in physical form due to space or financial reason at the time they came out. I’ve also actually double-dipped on some stuff just to have the portability (got all 6 Tiny Titans issues this morning, bought the 4 issues of Dreamland Chronicles that are available, and will be heading over very soon to get The Walking Dead (which is available in a “Digital Trades” format, by the way artiepants, for a pretty good price) both of which I already own in hard copy but would love to take on the go. The price isn’t a real problem for me at this point as it is anywhere from 33% to 50% off most cover prices. And if a comic happens to have been deemed a “collectible”, then the savings is even more.

    Now if only Dynamite and Dark Horse hop on the bandwagon, Archaia adds more titles, and Boom adds their kids titles (like Disney and Muppets), I’ll have comics to entertain the whole family on any length of car ride (or waiting in lines at SDCC).

  9. whozat Says:

    My main barrier to entry, for digital comics, is the publisher-specific applications. We need to get away from individual apps to read comics from specific publishers. I shouldn’t have to download the individual DC or Marvel comic app to read their comics, I should just be able to download the comics themselves and read them in the application of my choice.

    This would be similar to Sony Music Entertainment, Universal Music Group, Warner Music Group and EMI all having separate music players that can only play their music.

    Like mp3 players, comic reader applications should be publisher independent.

    Until the comic industry can settle on a standardized format (.cbr, .cbz, etc.), and allow me the choose the reader application I’m hesitant to go all-in.

    Shouldn’t digital comics be integrated into the iBooks app & store on iPads? It seems downloading these publisher specific apps are additional steps that aren’t needed.

  10. Sandman Says:

    I’m in a different boat than most.

    I loved my comics, still look at the sites like Newsarama for the latest news, but quit collecting because:
    1) I don’t have room for long boxes with a family
    2) With two little kids (too small to read themselves), I don’t have the pocket book or time to get to the comic store like I used

    There’s no point in spending $3 on something that I’m just going to throw away. It’s the reason the magazine industry is dieing.

    I’m thrilled with DC and Marvel’s backing of the iPad.

    While money and pricing are still a concern, I think this is a great consideration to the non-collectible market of readers.

    We want the convenience of having it there at our fingertip and care little about the collectibility of the item other than we can conveniently re-read it when we want. I think digital comics, like trades, actually offer a higher re-readability concept. You don’t have to dig single issues out of boxes and uncover plastic and boards and have it wherever you go in a beautiful presentation.

    Is there anyone who feels, because the medium of the art is now digital, that print actually leaves something to be desired instead of the images offered digitally?

  11. Vinnie Bartilucci Says:

    “My main barrier to entry, for digital comics, is the publisher-specific applications. We need to get away from individual apps to read comics from specific publishers. ”

    All of the comics that ComiXology offer can be read on the ComiXology version of their app. The branded ones all exist solely to give fans of that publisher a way to make their preference known.

  12. artiepants Says:

    “the Walking Dead (which is available in a “Digital Trades” format, by the way artiepants, for a pretty good price)”

    ooohhh, i didn’t now that, i haven’t delved much into the “Comics” app yet, mostly just the Marvel app, thanks for sharing…

    @whozat ~ I dunno, in a way the publishers are as much a “brand” as the comics themselves, and since the apps are free and backed by ComiXology, i don’t see it as a huge problem. BUT! if you had a ton of books, it could get unruly down the road… So i agree with you to an extent.

    are all of the Marvel books available in the Marvel App also available in the Comics App? I know some are, but not sure if they all are…

  13. artiepants Says:

    “Is there anyone who feels, because the medium of the art is now digital, that print actually leaves something to be desired instead of the images offered digitally?”

    there is something about print that is powerful to me (a combination of the feel and smell) but i agree, sometimes the art really does look even better. And i’d imagine we’ll see a higher-res Retina Display on the iPad 2 next year and it’ll look even better…

  14. Shane Says:

    As much as I love the idea behind it I need my comics to be paper. Nothing and I do mean nothing will ever beat walking into the comic book shop on wednesday afternoon, talking to the clerk that i’ve seen once a week for the last 8 years, and picking up my weeks haul,
    If I ever am blessed with the almighty Ipad I will with out a doubt get this app, but it will be used to stock up on graphic novels to read whilst on a road trip or some such. but even with that app and the ipad the main bulk of my comic book shopping will be done in the shop, even if it would be cheeper to use digital. Price shouldn’t matter because you can never spend to much money on a passion.

  15. whozat Says:

    From the MacWorld article ‘The iPad as a comic-book reader’: “…the iPad comics market is fractured. If you buy a comic in one app, you can’t transfer it to a different app, or to your desktop. Some comics are available exclusively in one app”
    Here’s the link:
    http://www.macworld.com/article/151291/2010/05/ipad_comics.html

  16. whozat Says:

    Another good article discussing open standards for digital comics: http://www.comicbookresources.com/?page=article&id=26199

  17. David Steinberger Says:

    Hi guys-

    With DC Comics and comiXology, you can buy any of these places, and read the content on any (and all) these places:

    • Comics by comiXology iPhone/iPad app
    • DC Comics iPhone/iPad app
    • comics.comixology.com web comic store/reader
    • dccomics.com web comic store/reader (forthcoming)

    So, you don’t even need an iPhone or iPad!

    David

  18. whozat Says:

    @Michael ~ re: double-dipping – hopefully, down-the-road, comics will come with a code allowing us to download the electronic version for free, if we’ve purchased the physical version.

    Again, using the music industry as an example, I shouldn’t have to purchase the mp3s if I purchased the physical CD.

  19. Lastchance Says:

    I’m glad to see DC finally get in on this game. I will admit, though, that at 1.99 an issue I will NOT be downloading anything that is only digital and I could end up losing with a snap of my fingers. I, too, can get books at $3 for $1.79 and $4 for $2.20 at DCBS (.com) so why go for the downloads?

    I think the industry is still weary and afraid of such a big change in marketing and sales… Both the fans and the publishers need to realize that this is going to become the new standard… As long as there are fans my age and older reading comics, there will be actual issues being produced, but in ten years time where will the industry be? How long did it take for MP3s to become a house hold thing and this time around the industry in question going digital has the technology to support it!

  20. Tre Says:

    Hey David

    What I want to know is when this will be available for other devices besides Apple ones? I have a Palm Pre, so I’m interested in seeing/knowing if there are plans for that device and others as well….

  21. Aaron Says:

    I’ve said this myself… Just like in iTunes where I can download my music to put on my iPod… I should be able to ‘download’ my movies, comics, books… I understand on some proof isn’t there… you have to have to music CD to download it not just a barcode…

    I could see paying a little extra for the freedom to have my online version of my physical item. I scan my book’s UPC and I pay .99 – 5.00 for a digital copy… I scan my issue of Wonder Woman #600 and for .99-1.99 I get a digital copy vs. the 2.99 it would cost to straight download it otherwise. This would be a benefit to all parties (DC, Comic Shops, and Users). Collectors could get their digital copy at a discount to have it with them, still have the hard copy,etc. and then people that don’t collect the issues can purchase it for .99 – 1.00 more…

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  24. Zenstrive Says:

    Too bad Toshiba is unsure of themselves on what should be a complete iPad killer: Libretto W100!

  25. David Steinberger Says:

    @Tre, we’ll get there, for sure. More platform announcements over the next 8 months…and probably ongoing forever!

  26. Michael Woods Says:

    Longbox has fumbled a bit, loosing momentum off the line and allowing the competition to get to market faster. However, they have what at least I feel is the better platform with DVD extra-like features and a far more secure file format to combat piracy (important for publishers big and small). So, I wouldn’t count these guys out just yet.

  27. ipad deals Says:

    Great review. Thanks for posting such an in depth impression. I’ve handled one in the store, but your review covered alot of ground that I couldn’t with such a limited amount of time. Based on my in-store experience and your review I think I’ll be waiting for a future generation to arrive. The potential is certainly there for this device, but based on my current portfolio of tech devices (laptop, desktop, iPhone, iTouch) I’m not sure this device quite justifies the expense at this time for me.

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