I no longer read Marvel and DC comics. That statement should not be considered an insult. The snippets made available to me in previews certainly look to be of great quality and both companies have hired fantastic creators who produce work outside of the superhero realm that I continue to enjoy.
Simply put, I am not the target audience for either line. While there are a handful of works intended to draw in different types of readers, both lines overall are clearly designed to bring in an audience in its mid-twenties to mid-thirties that is overwhelmingly white, male, and flush with disposable income. It is an audience that is shrinking in number, but is still more than willing to fork over substantial amounts of cash for a weekly diet of superheroic exploits.
And so, amusingly, its universes are skewed to appeal to that demographic. Those with even loose ties to the comics industry are well aware of editor Janelle Asselin’s astute critique of the cover to Teen Titans #1. What Asselin didn’t touch upon—a key factor I immediately noticed and mentioned to friends—is the complete lack of black culture both in the image and in Marvel’s and DC’s lines in general. Given the irritating obsession American youth have with black American subcultures (fashion, language, music, etc.) it is surprising to see it stripped from material geared towards teens. However, it is surprising only if one does not take into account two basic facts: the lack of black writers and editors at Marvel and DC; and that the majority of “teen” books are created for older white men who wish to read superheroic coming-of-age stories about the characters they loved as adolescents. And it shows.
As a detached observer, I can certainly see why DC and Marvel wish to completely drain their current resource before fully committing to the laborious task of recreating lines to appeal to multiple audiences. At this point, the demographic they cater to—though shrinking—is still the greatest in number with the greatest amount of disposable income. It is far easier to simply raise prices and change the race, gender, or sexual orientation of a tertiary character than to seek new talent and alter one’s brand.
It would be far easier for DC and Marvel to reach new audiences if their current audience was not so abhorrent to change. And so changes are made on the outskirts—in alternate universes, in solo series set apart from the main event, and in B- and C-list characters. It is a very smart move given the volatile nature of current readers—though I would certainly advise both companies to take a more aggressive stance in creating works that appeal to women. It is a market that is simply growing too fast and has too much money to ignore—especially when smaller comic companies are already taking great care to cater to it.
What I simply fail to understand is DC’s and Marvel’s refusal to band together to wring as much profit as possible from their current audience! I have said—repeatedly, to anyone who will listen—that given the similarities found in both lines, Marvel and DC should release separate but simultaneous “Crisis” events that dovetail into a Marvel vs. DC crossover, the climax of which would launch a short-term Amalgam universe, which would then fold as the DC and Marvel universes are rebooted—just in time to coincide with Avengers and JLA blockbusters in movie theaters. If one’s golden goose is dying, it’s best to feed it with as much grain as possible so those last eggs are glorious.
What would rise from the ashes? A new Marvel and DC featuring universes with a diverse selection of characters and stories—with decidedly lower prices and weekly releases to lure in a larger number of readers.