A question on Tom Brevoort’s Formspring touches on something I’ve been thinking about lately:
This is what I’ve been wondering: Why is the DC New 52 as successful as it is? Is it because it’s a line-wide relaunch and renumbering? It can’t just be the creative teams, because every single book that’s been released so far has sold out, despite having higher orders than usual, regardless of who’s writing or drawing it. It can’t just be the characters, because OMAC and Hawk & Dove (to pick two books at random) have never had that big a fan following before. Is it a return to speculation? Is it that people have been waiting for a long time for an ideal jumping on point?
The thing I keep coming back to is, how important has the advertising of this actually been? In addition to a mountain of media coverage, DC has made significant ad buys in support of this program – How much has that driven anticipation and ordering of the New 52 books? Were retailers given confidence by DC’s seeming confidence in the launch (Not only with advertising, but also the discounts/returnability in terms of ordering), and upped orders? Did new or lapsed readers see the ads and come back because of them?
We’ll probably never get any sort of statistics or metrics on this, of course. But I feel as if, even if the fact that the New 52 launched strongly wasn’t a surprise, quite how strongly it launches is… And that that part of the equation may have to force people to reconsider whether or not advertising, including television advertising, works for comic books.
But what do you think?