- Posted by Johanna on January 1, 2013 at 10:44 am
- Category: Archie Comics
Brigid Alverson interviewed Archie Comics Co-CEO Jon Goldwater about the year past and the one ahead. Most of it is standard promotional stuff — what came out that did well or got news coverage, what’s coming up that they want to plug — but I found this quote revelatory in its frankness:
[The monthly comics] are important in the fact that we are able to create new stories, and it’s really for us something that is more a promotional tool than something that is generating any revenue of significance. It is not generating any revenue that is meaningful, but it is a fabulous promotional vehicle for us. That is how we use the traditional comic books going forward. If we could figure out how to monetize them, that would be fabulous. I’m still trying to figure out how to make that happen.
Digital, for us, that’s the diamond mine that needs to be mined.
It’s rare that a publisher will be so honest about the fall of print, but it matches what I’ve been seeing over the past year, with declining sales and dropping titles from their lineup.
I also find it significant that their next big deal, “Archie’s Girls” makeup from MAC Cosmetics, is being promoted with art that looks like the 1940s Archie, as shown here, instead of anything more modern, especially since they want it “to rebrand Archie on a global level.” That goes along with Best of Archie doing so well for them — for a lot of people, this is a nostalgia brand.