Diamond Comic Distributors has announced that as a result of its retailer poll on street dates, it will begin offering day early delivery to all accounts beginning in January 2011.  Any retailer that subscribes to the service will be able to have its books delivered on Tuesday for Wednesday release.  Diamond VP of Sales and Marketing Roger Fletcher said the survey results were overwhelming.  “Of more than 1,000 retailers who responded to the survey, 75% believe day-early delivery will benefit their business, while 72% believe it will benefit the entire Direct Market,” he said. 

Retailers also voted overwhelmingly for keeping Wednesday as New Comic Day rather than moving it to be in sync with other entertainment product release days on Tuesday.  63% of retailers voted for a Wednesday street date or “either;” vs. 38% who voted for a Tuesday street date or “either.”

As a way of policing street dates, Diamond will institute a mystery shopper program, paid for by retailers participating in day early delivery, to ensure that retailers do not put comics on sale before Wednesday. 

Diamond also announced that it would maintain Wednesday as new comic day through the holidays this year.  In past years, new comic day has often shifted to Thursdays over the holidays.  Last year, Diamond delivered no new product between Christmas and New Year’s Day.  “During the holidays, our retailers and their customers depend upon Diamond to keep the newest and hottest product flowing into stores, and we’d like to thank our vendors for working with us to maintain our regular schedule,” Fletcher said.