- Posted by Johanna on May 23, 2007 at 7:36 am
- Category: Comic News
DC Comics has announced a retail sales incentive for The Highwaymen #1 (a five-issue WildStorm miniseries written by Marc Bernardin & Adam Freeman with art by Lee Garbett and covers by Brian Stelfreeze).
First, some background: DC has moved to the Final Order Cutoff (FOC) system pioneered by Marvel. Retailers place initial orders roughly two months before the scheduled release date, but they are allowed to adjust those orders until roughly three weeks before publication.
In thise case, DC has stated that if a retailer is willing to place a final order equal to or greater than double their initial orders, the total number of copies ordered will be fully returnable. The order code is APR07 0242, and final orders are due May 31, with the book scheduled for June 20.
Now, that raises all kinds of questions. Were orders that bad, that they’re attempting to flat-out double the numbers? Why was this project picked for the promotion? I didn’t remember seeing it at all in the order catalog, which may help answer that question. Also, WildStorm’s recent relaunch was badly bobbled due to late and missing comics, which may cause the publisher to feel that the line needs special effort.
Like rebates, returnability sounds better on paper than it may be in practice. Some retailers will be able to sell more than they thought they would. Some stores will forget to return the comics and wind up paying for them. Some stores won’t bother shipping back one or two leftover issues. So the publisher will increase sales with this method, although it may be inadvertent.