DC Comics Drops Prices on $3.99 Titles

The majority of $3.99 DC Comics will drop back to $2.99 in January, as announced Thursday afternoon by the publisher.

This news means the effective elimination of the company's "Second Feature" back-up stories, that ran in 40-page titles including Action Comics and Detective Comics. Additionally, $3.99 32-page comics that featured the traditional 22 pages of story will now have 20 pages of story for $2.99.

In the company's official press release, co-publishers Dan DiDio and Jim Lee stated that the move is a reaction to fan and retailer complaints that $3.99 was too much to ask for a single issue of a comic book.

"As Co-Publishers, we listened to our fans and to our partners in the retail community who told us that a $3.99 price point for 32 pages was too expensive," DiDio said in the statement.

Originally, the only standard format single-issue releases from DC Comics priced at $3.99 were 40-page comics with a "Second Feature," but comics like Green Lantern: Emerald Warriors, released this past August, were 32 pages at $3.99.

Current "Second Feature" stories, including Action Comics co-feature Jimmy Olsen by Nick Spencer and R.B. Silva and the November-debuting Detective Comics co-feature Commissioner Gordon by Scott Snyder and Francesco Francavilla will no longer run in their respective titles as of January.

"Fans of our co-features should stay tuned," DiDio said. "Some of these characters will find a new platform."

Five DC books, including Batman: Europa # 1, will ship in January at $3.99 with 30 pages of story.

The full press release and a detailed list of which titles will be affected follows: 

DC COMICS DROPS prices on $3.99 titles

MOVES TO $2.99 price point for ongoing COMIC BOOK series

New York, October 7, 2010– Beginning January 2011, DC Comics will implement a line-wide pricing adjustment, lowering the prices of all standard length 32-page ongoing comic book titles currently priced at $3.99 to $2.99,  it was announced today by DC Comics Co-Publishers Jim Lee and Dan DiDio.

“Today’s announcement re-affirms DC Comics’ commitment to both our core fans and to comic book store retailers,” said Jim Lee, DC Comics Co-Publisher. “For the long term health of the industry, we are willing to take a financial risk so that readers who love our medium do not abandon the art form.”

“As Co-Publishers, we listened to our fans and to our partners in the retail community who told us that a $3.99 price point for 32 pages was too expensive. Fans were becoming increasingly reluctant to sample new titles and long term fans were beginning to abandon titles and characters that they’d collected for years.” said Dan DiDio, DC Comics Co-Publisher. “We needed a progressive pricing strategy that supports our existing business model and, more importantly, allows this creative industry to thrive for years to come. With the exceptions of oversized comic books, like annuals and specials, we are committed to a $2.99 price point.”

When taking into account mini-series, annuals and specials, more than 80% of DC’s comic books will be priced at $2.99.

As of January, the following titles standard length ongoing titles, previously priced at $3.99 for 32 pages/22 story pages, will be priced at $2.99 with 32 pages/20 story pages:

American Vampire;

Batman: The Dark Knight;

Batman Incorporated;

Green Lantern: Emerald Warriors;

JSA All-Stars.

As of January, the following licensed titles, previously priced at $3.99, will be priced at $2.99:

Gears of War;

God of War

Kane & Lynch;

Ratchet & Clank.

As of January, the following ongoing titles previously priced at $3.99 for 40 pages/30 story pages including co-features, will no longer include co-features and will be priced at $2.99 for 32 pages/ 20 story pages:

Action Comics;

Adventure Comics;

Batman: Streets of Gotham;

Detective Comics;

Doc Savage;

Justice League of America;

Legion of Super-Heroes;

The Spirit.

In January, five books are $3.99 for 40 pages/30 story pages:


Batman: Europa # 1

First Wave # 6

DCU: Legacies # 9

Weird Worlds # 1

World of Warcraft: Curse of the Worgen

The following oversized anniversary issue will be $4.99 for 48 pages/38 story pages:

Hellblazer # 275

 “Fans of our co-features should stay tuned. Some of these characters will find a new platform,” said Dan DiDio. “Going forward, mini-series and special events may feature a different price point and page count to best allow writers and artists the flexibility of format and story pages they need to tell their stories best.”

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