Ricky 'Newby' Newman of Pet Shop Comics & Collectibles in Louisville, Kentucky saw the Talk Back comment by David Seigler of Ground Zero Comics on the comic format debate (see 'David Seigler of Ground Zero on Comic Formats') and sees the issue as one of price:

In response to Mr. Siegler's remarks on the pamphlet comics, I believe that price IS the number one problem with pamphlet comics.  We constantly have people in our store that have to pick and choose between titles simply because they can't afford them all.  I don't believe that when DC or Marvel publish a quarter comic that sells 500,000 copies that they actually lose money.  I just don't believe it.  When we published our line of comics at 2,000 copies per issue, our cost per issue was around 25 cents per copy.  That was just 2,000 copies printed at a major magazine printing company!  I don't claim to know all of the 'big two's' financial stats, but if a little guy can put up the money out of his own pocket and get that kind of a deal, then why can't DC and Marvel?  

Comics, in my opinion, should not cost more than a dollar to the consumer.  If there are projects that need to be printed in glossier formats, then let the price reflect that.  DC and Marvel both don't want to take the chance or risk, so they burden us, the retailers with comics that are overpriced and we can't sell without doing the discounting for them.  Kids don't read comics anymore.  They aren't getting the bang for the buck that they did when I was a kid buying them for 25 cents.  Don't believe everything they force feed you.  It just can't be true.

Of course, I believe that there are other contributing factors as well, but lower the prices on the 'mainstream' titles and we'll all move more product.