Archie’s New Focus on Boys, Not Girls

Archie Comics logo

Here’s the list of what’s coming out from Archie Comics tomorrow:

Afterlife With Archie #3 (Francesco Francavilla Regular Cover), $2.99
Afterlife With Archie #3 (Tim Seeley Variant Cover), $2.99
Archie #651 (Dan Parent Regular Cover), $2.99
Archie #651 (Renae De Liz Battle Of The Bands Variant Cover), $2.99
Archie Double Digest #247, $3.99
Fox #3 (Dean Haspiel Regular Cover), $2.99
Fox #3 (Mike Allred Get Freaky Variant Cover), $2.99
Kevin Keller #12 (Dan Parent Regular Cover), $2.99
Kevin Keller #12 (Phil Jimenez New Years Variant Cover), $2.99
Sonic The Hedgehog Legacy Series Volume 3 TP, $16.99

It made me realize something. As Archie targets the comic market more actively — Afterlife With Archie, the zombie title, is direct-market-only, while The Fox is a revamped superhero, and variant covers are a long-standing DM trick to boost sales on the same amount of story material — its titles focus more on boys, not girls. Archie is the only monthly title the company puts out any more from its core Riverdale universe. The girls, who used to be a focus of multiple comics, are down to one title, the six-times-a-year Betty and Veronica. The new projects have gone to Kevin Keller and the Fox.

Girls also used to be a core part of Archie’s audience. Now, that’s not so big a deal, since there are many more graphic novels for young women to read, so they’re no longer relegated to the “Archie ghetto”, but I thought it was worth noting as a comic market change.

6 Responses to “Archie’s New Focus on Boys, Not Girls”

  1. Kiki Says:

    I’m VERY disappointed that Archie is focusing on boys and that they’re leaning more toward the – I don’t mean this to sound insulting, but I can’t think of a better term – older fanboy/direct market – audience.

    Younger girls, say ages 9-12, should be able to have comics of their own and Archie used to offer them to them. Yes, as you point out, there are more choices available for girls today, but they don’t necessarily have access to them or even know about those books and comics. Unless you’re hooked into the comic blogosphere you don’t always know about books like SMILE, whereas you can still bump into Archie Comics at places like Wal-Mart and Meijer’s. Archie is also a company that the girls’ mothers and grandmothers are aware of. A brand that they feel safe buying their daughters.

    Betty and Veronica are fun characters that offer little girls an idealized glimpse of high school life and romance. It’s a shame they’re being pushed aside. It’s too bad there’s not another company out there willing to pick up the slack and offer similar stories – or offer cheap revivals of series like THIRTEEN GOING ON EIGHTEEN.

  2. jdh417 Says:

    With Afterlife, Married Life, and Kevin Keller, Archie also seems focused on turning their titles into published versions of Internet fanfiction.

    They’re just not the same anymore, just going for shock and publicity now, like any other comic book company. If only they’d focused on making more quality material (that is better looking and better written), perhaps it wouldn’t have come to this.

    I find myself hoping they’ll go out of business and somebody who respects the property more picks it up.

  3. Rob Barrett Says:

    I was pleased to see, though, that del Rio’s Sabrina is being reprinted now as b&w manga-sized digests.

  4. Mike S Says:

    First, the sentence should read “relegated” to the “Archie ghetto,” not “regulated.”

    Second, as a result of comic books leaving the general market and minimzing their exposure to only comic shops, they kind of force themselves into the fanboy universe. I read Archie comics as a kid because I found them at a local convenience store and could pick them up anywhere for little money. The current price of comics and their lack of ready availability makes them less visible to audiences who might otherwise be attracted to them.

  5. Johanna Says:

    Thanks, I’ve fixed that. And I suspect you’re right, that Archies aren’t as widely available any more, so they’re working with the new market they have.

  6. James Schee Says:

    Oddly isn’t Archie the one publisher whose digital copies are cheaper than the paper ones?

    I did enjoy playing their online game on my IPad, though was able to max out on everything in a couple of months. It had the nifty feature of unlocking free comics that was cool. I think they, as DC & Marvel seem to be, are more interested in getting their properties in other media now. With many anouccements centering around movie rights deals and the like.




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