Were the requirements for the Obama variant ridiculous? Absolutely, which is why we are not getting any. Has it been irritating explaining to a deluge of callers the situation? Absolutely, but it has given us the opportunity to make first contact with a lot of new potential customers.
I believe Marvel is taking an undue amount of flak here for one small flaw in an otherwise fantastic public outreach. As retailers we're constantly complaining that the publishers aren't doing enough to sell our wares. Recently this is not a complaint I can level against Marvel.
Were we as retailers adequately prepared for all of these? No, but Marvel is in a publicity Catch-22 in these situations. If there should be guaranteed publicity (remember Tek Jensen #1) that doesn't materialize because OJ decides to do something that ties up the news channels, we're going to blame Marvel for unsold copies. If they play it safe and wait until the coverage is confirmed, we blame Marvel for not having enough copies. In this case Marvel is moving heaven and Earth to get us copies as fast as possible, while the inauguration is still fresh in everyone's minds.
When all is said and done I will sell at least 50% more copies of Amazing Spider-Man #583 in one form or another (without jacking up any prices), I've seen dozens of new customers who my staff has made a good first impression upon, and I'll be secure in the knowledge that a large portion of the population has been reminded that comics still exist.
As a rule this kind of cover buying requirement is a bad idea and needs to stop, but on the whole, kudos to Marvel.
The opinions expressed in this Talk Back article are solely those of the writer, and do not necessarily reflect the views of the editorial staff of ICv2.com.
