Is Superior really Superior? Does marketing always tell the truth?
It is very common to hear people ask “why did my favorite program get cancelled”? This is often followed by a statement such as the network said it was “the new hit show”. So if the program was a hit then why was it cancelled?
The answer is that it was not really a hit and what you may have seen or heard was marketing hype. Marketing has the goal of adding value to a product and this can lead to some interesting advertising twists. For example if a movie is not the number one movie for the week they may say it was “the number one comedy”. This is a way to generate enthusiasm and bring more attention to the product.
Here is a great example the author Dan Slott is writing the Superior Spider-Man and in many blogs he has said that the book is doing great and beating the competition. But is that just hype? The initial sales numbers are good but if you notice the book has had a downward trend. The marketing push by Slott is to pump it up with hype so that people will ask “wow it is doing that good, what have I been missing”. The truth is that the sales are declining, which is normal but will the sales continue to decline? To find this we need to collect more than just the initial sales, we will also need the consumer response. This data was conducted buy a survey of 7 comic shops in different states and had a response of over 700 Spider-Man comic readers.With this data I found that there are many unhappy people with the direction of this book and if readers are unhappy then it is relatively safe to say that the sales will continually decline. When product sales decline marketing will attempt to add more value by generating more attention to the product (as well as other tactics such as product changes). This attention can be seen by the marketing push Marvel has made to sell the book. I predict the push on issue 9 will lead to an increase in sales temporarily followed by another continuous decline.
With this in mind how can Marvel turn the trend around and increase sales? Some will say that all they need to do is bring Peter Parker back, yet some believe that the decline goes much deeper and a large story change will be needed to bring the book back to where it pleased readers.
Only time will tell, but the truth is that the Superior Spider-Man is not as superior as Slott claims.
6/11/13 Update It appears that my prediction has been proving true issue 9 had an increase in sales followed by another decline with issue 10 which has sold less than issue 8. Keep in mind that the first 9 issues still had Peter Parker in the series even if he was only in Doctor octopus mind. Issue 9 had a bigger marketing push and now from issue 10 on Peter seems to no longer be in the book. Now the next few months should be even more telling about the future of this book. Currently it has better sales than the Amazing had the last few years but the question is how far will this book fall in sales as readers decided to abandon the title because they are tired of waiting for Peter Parker to return. Only time will tell.
|Superior Spider-Man||Sales est|
|Ave – issue 1||-0.03|