Dean Phillips of Krypton Comics in Omaha, Nebraska writes in to share his displeasure with the AP running a story on Tuesday and spoiling which Fantastic Four member died in issue #587 (see "AP Story Spoils 'Fantastic Four' Surprise").

I just wanted to send out a big THANK YOU to Marvel and AP (Associated Press) for putting out a press release spoiling which one of the Fantastic Four are going to die.  Comic stores are out in the trenches trying to make the death of a major character in comics seem important.  Sure, we all know they will come back, but we try to make it seem interesting.

We posted a guessing contest on Facebook and Twitter, put up a display in the stores, and even have a sale on selected FF merchandise.  We did all this to promote a big surprise!  The customer wants to read the book and be surprised at who dies.  Marvel kept the secret very well, so why ruin it with a press release TODAY of all days?  Marvel even is bagging the issue to insure the surprise isn't ruined!  Why even bother letting comic stores sell it a day early?  Why didn't you just wait 12 more hours for a spoiler press release?  This will not help physical or digital sales of your comic, so why tell everyone up front who dies?  NOT HELPFUL Marvel!  Not even a little bit. (you will notice that I never mentioned who died!  A courtesy from me to you!)

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