Marvel Comics Extends Brand Online

In an effort to add revenue to its shrinking comic book business, Marvel Entertainment (NYSE: MVL) will add an online element to its marketing mix by launching a website (The Marvel Digital Comics Unlimited) that will ultimately give users access to 2,500 comics. 

Initially, 250 comic books will be available for free on the Marvel website to gain an audience, and 20 additional new and vintage books will be added each week.  Eventually, Marvel will charge subscription fees of $4.99 per month for a one-year subscription or $9.99 per month for people who don’t want to commit to a one-year subscription.

Dan Buckly, president of Marvel Publishing, admits that the company doesn’t expect the online brand extension to add a significant amount of revenue to its bottom-line, but he was also quoted as saying, “This is a major new piece of my overall publishing plan.”  Buckly’s statement seems extremely arrogant when he says “my overall publishing plan,” but I suppose if the site fails, everyone will know who to blame.

What do you think?  Marvel claims that its comic books will be available in print for at least six months before they will be transitioned to its new website.  Could online comics replace printed comic books or at least steal market share, or will they simply add to the brand’s offerings?  What do you think Buckly is ultimately trying to do with his overall publishing plan?

Click the links to read more about Marvel Comics and Stan Lee the creator of famous Marvel characters such as Spider-Man, The Incredible Hulk, The Fantastic Four, X-Men, Daredevil and more.