Tuesday, November 6, 2012
Thank Goodness There Are Not 57 States
If you missed it, the big news from DC yesterday was the announcement that Justice League of America, the title that Geoff Johns has teased will feature the eventual return of Booster Gold to DCnU continuity, will hit stands in February alongside its own spin-offs, Katana and Vibe. Russ Burlingame has the info on the Booster Gold-Andrew Kreisberg-Vibe connection at ComicBook.com.
To ensure that this Justice League book -- featuring a team without a Flash, Superman, or Wonder Woman much like the now-cancelled Justice League International -- is a sales success, DC plans to cheat the market. In addition to the standard cover, the book will be published with 52 variant covers: one for each state in the union, plus the territories of the District of Columbia and Puerto Rico. That's a total of 53 covers. Fifty-three! I pause here for emphasis.
Let's be frank: the purpose of variant covers is to promote sales via an artificial scarcity. If an issue has a variant cover printed in limited quantities, some collectors will buy an extra copy for the sake of maintaining a comprehensive collection. Some speculators will seek out the variants hoping that their relative scarcity will lead to a long-term increase in value. Whatever your opinion on the morality of this marketing strategy, it cannot be denied that variant covers do increase sales.
Is DC genuinely hoping that completists or speculators out there will try to acquire all 53 covers? Of course they are. By allowing retailers to order each of the 52 variants as a separate issue, the company is obviously hoping that each direct market retailer spends a small fortune trying to acquire at least a few of each cover to appease those collectors and speculators.
(It seems to me that DC is specifically targeting the direct market with this stunt. I've never seen any evidence that variant covers increase sales of digital editions, where "collecting" and "speculating" have little meaning.)
There must be a limit to the variant cover sales response, and I would expect it to be something less than 53. Consider that if you were to buy one of each at cover price, the total at the register will be $211.47 before tax. That's a lot of cash for just one issue. Compare that to the hardcover 52 Omnibus due out next week that will reprint all 52 issues of 2007's 52 series. Unlike the stack of variant covers for Justice League of America #1, the 52 comics included in the $150 Omnibus will at least tell a complete story.
There is no word yet whether Booster Gold will be seen in the series' first issue. If he is, I might consider buying 53 copies. But only if he is.
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