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It terms of the high number of 2nd printings, isn't only part of the onus on retailers to order more? Shouldn't Marvel have learned by now what books are most likely to need 2nd prints and therefore order a larger overprint for those issues? Or should Marvel have a standing return policy for #1s or other special issues to encourage higher orders? In short, can't Marvel do more than just ask retailers to take bigger risks on non-returnable items?
We take what measures seem sensible and fiscally prudent . For example, we over shipped Winter Soldier #1 almost two-to-one over what was ordered. Still needed a second printing on it. So that indicates that a lot of folks were underestimating demand for it in a big way.
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