New Brevoort Formspring
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I appreciate your answer in reference to cover price and digital copies, but none of it makes sense to me. Why for example would Avengers cost more than say, Daredevil, to produce? If anything because you sell more copies of Avengers you could charge a lower price for that comic because it creates more revenue overall, right? That's how I remember it from economics and supply and demand and all that...
Anonymous
That’s kind of a simplistic way of looking at it, I’m afraid. I’m going to take one more stab at this, and then I think we’ll have discussed it into the ground. Marvel requires a certain amount of income, a certain operating margin, in order to stay afloat. In order to achieve that margin, it became necessary at a certain point to increase prices on a number of our titles. Now, as you say, we could have raised the prices on our worst-selling books, but that’s entirely like gambling on the losing horse–it doesn’t actually accomplish the objective. As our best-selling titles also tend to be our costliest to produce (because of the costs of the talent as well as, at the time these shifts were made, paper stock and the like) and because they could be depended upon to generate the necessary revenue regularly, we decided that it was a smarter, safer bet to shift the prices on those titles.
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