Kendall Swafford of Up Up & Away! in
We'll, it's official. We believed the hype, and Marvel rewarded us with... a Skrull. Now, I'm sure that the revelation of Elektra's true identity is important and will hopefully have a long-lasting effect on the future of Marvel Comics. Having read an interview with Brian Bendis this morning, I believe they really do have a plan. But as a retailer, I feel Marvel Comics has to operate with some measure of responsibility when it comes to how they inform their retail partners about significant editorial content, and hype it appropriately. This book was quietly, yet urgently hyped as not Captain
Ultimately the responsibility is mine. But when I'm asked to repeatedly buy merchandise 'sight unseen,' Marvel could be a little more straightforward about what I'm buying, rather than what they want me to buy into. They could treat us as adults and, without revealing specific editorial details, inform us about their long-term editorial strategy, and allow us to make informed, intelligent decisions based on reliable information, rather than order blindly and hope they aren't up to their same old tricks. Maybe someday they'll treat us as partners, rather than the industry's stepchildren.
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