Hereâ€™s Marvelâ€™s VP of Sales and Marketing, David Gabriel, from the announcement of more free digital download codes in future Avenging Spider-Man issues:
Based on initial orders of over 100,000 units for the first issueâ€”and the steady increase in orders since weâ€™ve begun promotion on this planâ€”we knew that including a code for a free digital copy in future issues of Avenging Spider-Man not only excites our retailers, but incentivizes fans to come into stores for one of the yearâ€™s hottest new releases. Itâ€™s a win-win for everyone with no extra cost to readers and an increased revenue share for retailers.
Firstly: This is the second Marvel PR (following last weekâ€™s Point One release) where David Gabriel is quoted as saying that more than 100,000 copies are being shipped. Clearly, the success of DCâ€™s New 52 relaunch has had the effect of making Gabriel trumpet all books shipping more than 100K as often as possible.
Secondly: â€œExcites out retailersâ€? Considering some of the retailer responses that Iâ€™ve seen, â€œexcitingâ€ is an interesting spin to put on it.
Thirdly: How, exactly, does the digital code â€œincentivize fans to come into storesâ€? Surely if they didnâ€™t want a print version of the comic, theyâ€™d just buy it digitally anyway, which doesnâ€™t involve them going into the store. And if they did want a print version, then theyâ€™d be going into the store anyway. Is there some exclusive content available with the digital versions downloaded with the code? Is Avenging Spider-Man *only* available digitally with the code, and not through the Marvel Apps or ComiXology or Graphic.ly? Seriously, I donâ€™t understand this particular part of what Gabriel is saying. Have I missed something?