We recently published an Open Letter to Retailers from Marvel COO Bill Jemas (see 'Marvel's Bill Jemas 'Tells the Truth about Over-Production'' related to Marvel's no overprint policy generally and its decision to print an upcoming Marvel Must Have on spec specifically (see 'Marvel Prints on Spec!'). Ben Lichtenstein of Zapp! Comics in Wayne, New Jersey feels the no overprint policy has helped his sales of Marvels:
Regarding the Marvel overprint debate, I feel it's actually helped my sales on Marvel books. Although it's likely that most shops are now adapting to the print-to-order policy, I'm willing to bet there's a lot less unsold Marvels, percentage-wise, in most shops' backrooms than there used to be. I'm more willing to stick my neck out on a product if I feel somewhat secure that it won't be easily available. An important characteristic of a product's success in our stores is its availability. I'll sell more of a product if there is little available at other shops and vice-versa. A good deal of my ordering decisions depend on anticipating what other stores (specialty or mass-market) are likely to do.
I generally order extras on most top-tier Marvel titles, because I can consistently sell a lot in the after-market when they're sold out elsewhere. The fact that my customers seem to really like reading the stuff doesn't hurt either. The higher margins in the back-issue business allow me to carry and sample the lower margin stuff that I feel ambivelent about carrying.
Conversely, DC comics are rarely good back issue sellers, because they are generally available in overprinting, second printing, etc. Until this situation changes, I will continue to order most DC titles with 4-week sell-through in mind, while ordering extras on most Marvels for back-issue sales. It seems that DC must agree with the success of this approach. DC seems to have eschewed overprinting on such recent hits as Fables, Y the Last Man and now, Batman #608.