Retail comic book stores have been the lifeblood of the comic book industry for some time. With fewer comics sold outside specialty comic book stores, the market for new readers becomes more challenging. With their September The New 52 initiative DC Comics plans to release their comic books in a digital format which can be downloaded and viewed online without needing to visit a comic book specialty store. Many readers today are becoming more accustomed to reading information digitally rather than in print form. Emails have taken over printed mail, eBook readers like Kindle are increasing, more people get their news online than from a newspaper, and now people can be exposed to their favorite comic books online.

The opportunity for comic book readers to get their reading needs met online can be a difficult one for retailers to overcome. Part of DC Comics marketing plan includes “100% returnability” on comics that are not purchased so retailers will be encouraged to but more than what they need while knowing that they are able to return unsold copies of 41 of the 52 titles. DC Comics is also planning on offering digital storefronts that comic book retailers can put on their websites to encourage readers to click through the comic book retailer’s site to get their DC Comics. Retailers will get 30% of the price of the comic from buyers who purchase through this affiliate program.

DC also plans search engine buys, Facebook ads, banner advertising, and use other efforts to create on-line buzz for The New 52. And for people willing to wait, digital comic prices will drop to $1.99 (from $2.99 new issue price) just one month after an issue is available. New comics at lower prices can really help bolster online sales and gain DC Comics a new fan base which will support them into the future.