Newsstand Distribution Helped Advertising Revenue

Slide from Newsstand Rarity Discussion & Estimates; discussion below.

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This slide is part of my post entitled
Newsstand Rarity Discussion & Estimates where I have collected quotes and graphics related to the discussion of relative newsstand rarity over the years, compared to direct edition copies. In this slide, I am discussing a quote by Jim Shooter about how it made sense for Marvel Comics to remain in the newsstand market past the point where it was losing money:

“Newsstand sales also raised our total circulation, which enabled us to charge more for advertising space in the books. Given the economies of scale and other benefits the newsstand provided, it made sense to remain in that market even if we were only breaking even there. Even if we were losing a little money!”

— Jim Shooter, Comic Book Distribution Part Three

What is particularly interesting to me about this quote, is the idea that Marvel could charge a higher rate for advertising as a result of its newsstand distribution raising total circulation numbers, and as a result, it made sense to continue to sell newsstand comics even after the point where it was a money-losing distribution channel.

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