Expect this to appear in a number of forms from various relatively tame media spots. The Washington Post, among others, is running a rather soft puff piece for Marvel Comics What's unique about this one is that Marvel seem to acknowledge that other companies are out there – and are helping.
Publisher Dan Buckley credits DC Comics with generating interest and buzz in and about comics, that Marvel benefited from. Though he notes that Marvel were back on top by the end of the year. The article quotes Buckley saying "This is an American storytelling medium that people love and respect,"
You know, just not enough people.
The article also quotes Diamond Comic Distributors owner Steve Geppi saying "Sales of comic books were quite strong in the second half of the year, led by the September launch of DC's New 52 comic books, and that positive trend has continued in the months since. With a full slate of high-profile new projects scheduled for next year, we are optimistic that comic book sales will increase again in 2012."
Buckley also concentrates on the increase in sales year on year, rather than what other executives have previously described as a "softening" of the market. But concentrating on the now, Marvel can ignore the booms of the nineties and the noughties, which the current rise can't come close to matching.
Because Buckley is all about the positive. He's quoted as saying "It's huge — social media and the way we speak to each other. The opportunities are just fantastic out there. Let's stop talking about how this is going to end because I've watched this try to end three or four times already, and it doesn't end."
And then we get to the nugget of the piece, a mass market plug for the upcoming X-Men Vs Avengers, with Marvel editor-in-chief Axel Alonso quoted as saying "We all want to see the best of the best go against each other — Lakers & Celtics; Ali and Frazier; Yankees and Red Sox. And in comics, it's the Avengers fighting the X-Men. This is the kind of high-octane, action-packed story that fans demand while also having a profound effect on every character involved — and reshaping the Marvel Universe in its wake."
Reshaping. Not relaunching. Reshaping.
Say, does a reshape demand new issue ones by any chance?