Digital editions of comic books have been a hot button topic on everything from price point to how quickly they should be released with retailers, publishers and even consumers frequently at odds with each other. While the price point debate isn’t over yet, it’s time to declare a winner in the argument over when the digital edition of a comic should be released. The winner is the same day as the print edition.
When IDW changed their policy to start releasing digital editions simultaneously with the print editions, Comixology reported they started having over 50% of the week’s new titles available for immediate digital download. Examining Diamond’s shipping list for the week of December 28, 2011 and comparing it with digital comics apps, the Dark Horse web store and Rebellion’s (2000 A.D.) web store, 55 of 91 new titles were available in digital format, roughly 60%. Marvel is not expected to finish transitioning their offerings to simultaneous digital release until April 2012, so that percentage is only going to get higher in the near future. Additionally, DC’s “DC Comics Presents” series of reprints are not available digitally. Excluding them would raise the percentage of new digital releases to 63%.
Most major publishers, including Archie, Dark Horse, DC, Dynamite, IDW, Image and Marvel, are moving over to this schedule.
“Consumers value having something when it comes out,” offers Comixology CEO, David Steinberger. “The value of a same-day-as-print release is simply higher in consumer's minds than staggered releases.”
On the still-divided topic of digital pricing, there are three models emerging for the print publishers.
1. The same price as the print comics. Marvel, Dynamite
2. The same price as print, then a price reduction after a month (or when the next issue comes out). DC, Dark Horse, IDW.
3. Lower price than print from day one: Archie, Top Cow.
When lowering the price from print, $1 off and/or $1.99 is the trend.
Why are publishers switching to simultaneous release? “IDW has been testing the same-day-as-print waters with several individual issues over the past few months,” explains Jeff Webber, director of epublishing for IDW. “Same-day-as-print digital sales have been very strong, while our print sales continue to climb. IDW has seen absolutely no erosion in print sales.”
Webber added, “As you are seeing in the overall publishing environment, readers, as well as distribution partners, prefer to have the same products available in print or digital at the same time. Many of our brands are very mainstream, such as Transformers or True Blood, so digital is a great way to introduce those titles to people that are not typical com.”
Publishers, however, will continue to monitor the impact of “day and date” release on physical retailers. “All indications are that it does not hurt the retail base, and we would never wish to hurt our bread and butter,” said Nick Barrucci, president of Dynamite Entertainment.
