This is an absolutely fascinating – and, seemingly, financially insane – idea on how to drive the “new” digital comics audience into direct market comic stores:
Marvel Comics is launching a Digital Coupon scheme with their digital comics, redeemable for Marvel print comics. Buy a comic through the Marvel App and you will be emailed a link to download a $5 coupon with a link to their nearest comic shop. One per customer.
Retailers can then redeem the coupon code on the phone, and will receive a $5 credit from Marvel.
Yes, that’s right; $5 in print store credit – presumably only for use on Marvel products – in exchange for buying one digital comic, which could cost as little as 99 cents. I’m sure that there are all manner of catches that have yet to be revealed (If nothing else, $5 in credit for 99 cents spent doesn’t feel like it’s a metric that’s really going to stick around for that long before the cost-conscious Marvel decides to change it), but in theory, file it under “It’s just so crazy, it could work.” I really, really would like to see this being put into effect, even for a short trial period, just to see if it bumps up print sales – and then, if it does, watch to see what other publishers follow suit.
December 6th, 2011 at 9:15 am
great idea and plan. if its true that the comic shop sales are constant no matter what happens on the digital end, then all digital sales are increases to marginal revenue. its free money with no extra costs. now take the $5 voucher and see how the total purchase price is for the store visit. i bet 90+% spend more than 5 EXTRA dollars on marvel goods during their visit.
those digital buys are basically donations to marvel. the $5 coupon is a marketing cost. probably cheaper overall than DC’s tv ads.
i dont think it will last forever but if exposes more people to marvel digital and gets more people in comic shops its win win for everyone.
December 8th, 2011 at 6:30 am
What’s the source for this? I see the quote but is it from someone inside Marvel?