In 1978 DC began a marketing campaign that would introduce a wave of new comics in an attempt to gain ground on the the publishing juggernaut that was Marvel comics. This initiative would be called the "DC Explosion" and it would not go well for DC comics.
The "DC Explosion" began in mid-1978 with an advertising campaign featuring several full-page adverts highlighting a series of new comics including Firestorm, Vixen, and Steel: The Indestructible Man. Along with the new titles and back-up features came an increase in the page count which also brought with it an increase in the cover price.
Above and below some of the "DC Explosion" adverts that appeared in various DC titles throughout June - August 1978.
Unfortunately, due to a series of factors the planned increase in sales never happened as not only did the new comics not appeal to many readers, the late 1970's heralded a worldwide economic decline, and severe winter weather in many parts of the US led to delays in the new comics being shipped. Within a few months the "DC Explosion" would become known as the " DC Implosion" with around 30 titles being cancelled including Our Army at War, House of Secrets, Kamandi,The Witching Hour, All Star Comics, Black Lightening and Firestorm.In addition many of the planned titles like "Vixen" were pulled from the schedules.
Perhaps the most shocking result of this event was that DC's flagship title "Detective Comics" was considered for cancelation from issue 480 (cover from DC fandom). However, a last minute reprieve was given and the title was merged with the better selling "Batman Family" comic" with issue 481 - More this in my next blog.
While on the face of it this was a bad time for comics in the 1970's the "Implosion" led directly to DC offering royalties to it's creators and expanding their talent pool by recruiting better artists and writers from the US, UK and other countries.
As mentioned in my previous post I have been on a bit of a back-issue comic buying spree recently picking up some of the comics I eithe...
In 1978 DC began a marketing campaign that would introduce a wave of new comics in an attempt to gain ground on the the publishing jugge...
I was probably about seven years old when I walked into my local newsagents in Cambuslang (near Glasgow) with my pocket money firmly he...
DC became my number one company during this era of brief expansion. I loved what they were doing with their large roster of characters and the value for money they attempted to deliver with differently priced packages. Marvel's "Giant-Sized" program had collapsed some years before and they were still slathering the newsstands with reprints. DC was attempting to deliver new comic stories in handsome formats. It just didn't work during a depressed economy. (One that sadly I am beginning to remember all to well as we descend into a similar situation.)
ReplyDeleteDC always provided it's readers with a lot of material and their dollar comics were great fun but I felt that their talent pool wasn't strong enough to create such a large amount of books with too many older artists/writers having peeked and the newer creators not yet up to speed. But full marks to them for trying, it was a great idea
DeleteBlack Lightning, McS, not Lightening. Take two demerits. And no wonder they imploded - big guns aside, most of DC's heroes were second rate (at least) compared to Marvel.
ReplyDeleteIm a bit of a DC fan so I do like their lesser appreciated core characters like Green Lantern, Hawkman , Plastic Man etc but I don't think either company created many decent new characters at this time or were being as incentive with their classic heroes.
ReplyDeleteInventive not incentive
ReplyDelete