Theory: Marvel pulls this no-reprint-on-the-second-issue move to spark higher orders on future second issues of other titles. The second-issue drop is notorious in comics, after all.

Furthermore, Marvel may *want* there to be issues that are hard to find to boost TPB sales later on.

Well, all those Marvel news releases are included in the Diamond Daily updates, which are available on the web, via email. Furthermore, they’re routinely incorporated into the Diamond Weekly printed newsletter included with each week’s shipment.

Is it necessary information in this case? Certainly not. But I don’t think one can argue Diamond is requiring retailers to visit Newsarama or the like to get the information.

You’re right, there are retailers who don’t have time or the inclination to sift through the information sent by Diamond. Personally, I think that’s a mistake; I would think a businessperson would want to bone up on all available information to ensure s/he doesn’t miss out key announcements, possible clearance deals, etc.

You are talking about a company that openly mocks its retailers and its readership, though. And a company whose current image is, as one friend of mine put it, that of an “asocial 13 year old with extremely low self esteem”. It’s no longer a surprise to me when they act unprofessional in other ways.

As for the meaningless press release – by announcing that there will be no second printing, they’ve capped their limit of people they can expect to read Iron Fist at whatever the print run for #2 was (at least until the first story arc is finished and out in trade). So I don’t see any encouragement for retailers to up their orders on #3 – in fact, I see a strong discouragement towards doing anything but finding out who liked #1 and will be keeping the entire series and then ordering exactly to that.

There’s a difference between necessary information given to them and information that can be found if they seek it out, and in my opinion, Marvel relies too much on the latter. And we haven’t even talked about grey area information. “We’re offering an additional book, here’s the order code” is one thing. “Oh, we hinted at that plot point (or other content element) that will cause increased demand in a Newsarama interview, didn’t you see it?” is another. Expecting retailers to visit fan-oriented promotional site for information that should be in order packs is unprofessional, in my opinion.

Don, are you sure about that? There have been many times I’ve had to update my retailer on something Marvel released on Newsarama, and he’s never gotten an email about it.

To be fair, in our little comics world, the lines between trade and consumer, and the press/media that service each (or both!), are so blurred that you can’t quite be surprised if messages get mixed and message-makers lose sight of what they’re really conveying.

It can be one of the most surprising aspects about comics marketing to those used to other industries, and those of us who are used to it can forget how weird the world of comics is in this regard.

“You didn’t order enough copies of this hot Marvel title. You’re missing out on sales, and we’re not going to help you with a second printing. Be sure this doesn’t happen to you again when placing orders for The Irreparable Forbush Man this month.”