Anonymous
asked:
Say you were able to lower the price of comics to $1.99. Do you think the increase in # of copies sold would make up for the lower price point and that Marvel and the retailers would end up earning the same amount? In other words, wouldn't you in an ideal world want to sell to more people at a lower price than fewer people at a higher?

No, I think we’d be out of business in a month and a half.

Again, it just goes back to the numbers. A $1.99 book brings in half as much revenue as a $3.99 book, but the costs to produce and ship it remain teh same. And every scrap of evidence I’ve seen over the years indicates that reducing the price in this manner will not make anywhere near twice as many readers buy it, so that you can remain in the same place. Some additional readers might, but by far not enough to offset the lost revenue. Would I like to sell to more people? Sure. But I’d also like gasoline to cost a buck and a half a gallon again–but ti doesn’t anymore, the economics no longer support that price point. So it is what it is–and I either want that gasoline at that price, or I don’t.