According to an article by George Gene Gustines in Saturday's New York Times, DC Comics plans to launch Minx, a new graphic novel line targeting young adult female readers, in May.
DC Sr. VP Karen Berger was quoted as saying that teenage girls are 'about more than going out with the cute guy. This line of books will give them something to read about that honors that intelligence and assertiveness, and that individuality.'
DC is using an outside marketing firm and a significant marketing budget ($250K) in hopes of luring the female manga reading demographic its way, according to the report..
Paul Levitz, DC President and Publisher, was quoted as saying, 'In terms of consumer marketing, it's got to be the largest thing we've done in at least three decades.' DC is working with Alloy Entertainment, which has access and expertise in marketing to teenage girls. Among their initiatives will be extensive Web support and inclusion in the Delia's mail order catalogue, which goes to five million names.
Minx will launch with six titles, beginning with P.L.A.I.N. Janes, written by Cecil Castellucci and illustrated by Jim Rugg (Street Angel) about a high school girl who moves to the suburbs and starts a campaign, 'People Loving Art in Neighborhoods.' Other titles include Clubbing, about a London party-girl turned detective; Re-Gifters, about a Korean-American teen who likes martial arts; and Good as Lily about a young woman who meets herself at three different ages.
The books will be somewhat larger than manga digest trim size and will sell for under $10 MSRP.