PR: What Not to Do: Marvel Announces Siege Won’t Be Reprinted, But It Will

Marvel just sent out the following announcement:

Following the immediate sellout of Siege #1 and announcement of no current plans for a second printing, Marvel is now officially confirming there will be no second printing. This follows Marvel’s statement to retailers in November that no second printing of Siege #1 would be made available due to the unprecedented returnability offer associated with the issue. However, Siege #1 Director’s Cut arrives in stores this March and features the complete first issue plus bonus material not seen before!

So they aren’t reprinting the exact comic, but they’re going to put out another edition with the content plus extras. How is this news, exactly? Maybe I should have put on the headline “Marvel Keeps In-Demand Issue Available”, because that’s more unlikely.

On reread, this is even less of an announcement, because it says “Marvel said in November that we weren’t doing a second printing; that’s still true.” So it’s news that they kept their word? The announcement continues:

Marvel urges retailers to check their orders on Siege #1 Director’s Cut, Siege #2, and all Siege tie-ins as they continue to sell out and garner acclaim!

And that’s why they’re making a big deal out of this — they want to sell more, and they think telling people they can’t have something (even though they can) is a way to do that.

10 Responses to “PR: What Not to Do: Marvel Announces Siege Won’t Be Reprinted, But It Will”

  1. Ray Cornwall Says:

    That gimmick is so 1993. The modern response to “Siege #1 is sold out” isn’t “Holy crap- if I want it, I better buy the Director’s Cut!”. It’s “Hey, look, here it is on eBay” or “Ah, I’ll wait for the trade”.

    Or worse, “Hey- it’s on The Pirate Bay!”

  2. Alan Coil Says:

    Truly a Stupid Publisher Trick.

  3. James Schee Says:

    I expect very little out of Marvel marketing, at least in the direct market these days. I mean look what else Marvel is doing with the “send us certain unsold DC books and we’ll send you an exclusive Marvel comic.”

    That just seems so juvenile to me. I mean its one thing to playfully jab the competition, but that seemed like a nerdy “nyah nyah” that makes the company look foolish.

  4. THE BEAT » Blog Archive » Comic book news and notes: Legion, BoP, Marvel Adventures, etc etc etc Says:

    […] § In addition to Marvel’s fronting over unsold Blackest Night tie-ins yesterday, they also announced that they wouldn’t be reprinting Siege #1 — but you COULD reorder a special expanded edition. What the heck, is it 2002 again? Johanna has more. […]

  5. KET Says:

    Looks like Marvel’s marketing tactics are getting everyone talking again. However one thinks of their methods, it’s ALWAYS good to keep up any competitive excitement. The comic book business wasn’t always founded on some kind of gentleman’s agreement in polite society.

  6. Johanna Says:

    I disagree that it’s always good to attack the competition. Sometimes it just makes the attacker look petty, distracted, and focused on the wrong things.

    I think you’re actually responding to the Blackest Night destruction promotion, though, not the non-news release I was taking apart here.

  7. James Schee Says:

    Sorry, just meant my comment as a way to show that nothing Marvel marketing says or does surprises me these days.

    It is kind of stupid as you say to go “We won’t reprint the issue! We’ll just have what was in the issue plus some bonus stuff, but its not a reprint!”

    Its like me saying you can’t have this cupcake. Yet you can have this identical cupcake, plus some icing! Yet again, just so you know, you can’t have this cupcake.

  8. Don MacPherson Says:

    Damn, Johanna, you beat me to the punch. I made a bunch of notes at work for an editorial on the same subject.

    I agree that the director’s cut constitutes a second printing. On the other hand, Marvel’s past director’s cuts featured unfinished, uncolored artwork, maybe even sans dialogue/captions (with the script included on other pages). If that’s the case here, it’s not an optimal reading experience, but it’s a reprint all the same.

  9. Johanna Says:

    It demonstrates the difference between seeing comics as collectibles (even as a side effect to the reading experience), where exact package matters, and just as story vehicles, where so long as you can read it, exact format doesn’t matter. I think the market has shifted a lot from the former to the latter, especially once you consider the possibility of online copies.

  10. koonfasa Says:

    I think the latter is more about the newcomers to trades from tv/movie/book/(and even music) exposure more than online availability (I wouldn’t know how successful that is yet, and appreciated if someone could enlighten me).

    I’m just getting back into reading a couple Marvel/DC heroes, although I’m down like the last 12 crossover events. There’s a bit of catching up to do, as well as relearning some characters.

    If I ever do get Seige, I’d only get it if it’s collected, with no ads & affordable and then only if I’m not into something else. All I want is a good and complete read. If I can’t get it, I’ll just move on to something else (and there is a lot to choose from out there).

    Personally, I think they are moving too fast for my wallet, but it’s great that they are being produced more like books and things have started to be reprinted. I can get everything I wanted to read and missed.

    Our spending habits should already dictate a massive new trend to comic sales within the market. It’s no longer just the collector out there. Although the new hardbacks are trying to bring in some new collector…

    It’s also much easier to show others in a collected format.

    Having said that, I do have a question – what are the copyright infringements on lending material such as this? It leads into the online thing.

    Pulling it out on my ipod would be kinda neat, but needing a battery to run it and not being able to pull it off my shelf for a flick through doesn’t appeal just yet.

    Online copies would really only be for the internet-kids, trades for the traditional book-readers or adult newcomers/returners. And I think the direct market is for our “scouts” and old-school collectors. I wonder, in two generations time, what the internet-kids will collect…

    I guess I’d be classed a returner.
    And I think I went off topic.




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