DC To Raise Prices on Monthly Rebirth Titles and Add Digital Copies

In a move that's already proving controversial just hours after it was announced, DC today revealed plans to increase the cover price of its monthly titles to $3.99, while adding a digital copy to each one.

Most of the company's titles had been priced at $3.99 before last year's Rebirth-branded realignment of the publishing line. Following the status quo-altering DC Universe: Rebirth in May, all of DC's titles relaunched with "Rebirth" branding. Most of the company's best-selling titles became twice-monthly, and all of their monthly and twice-monthly ongoing superhero series were marked at a $2.99 cover price -- except for All-Star Batman, which cost $4.99, but featured backup stories and a heavy stock cover.

All-Star Batman and all of the company's $3.99 monthly books will now include a digital download code to be redeemed at ComiXology or ReadDCEntertainment.com.

"Giving readers value was a key component of our Rebirth initiative, and we're continuing that commitment with this move," stated John Cunningham, SVP, Sales & Trade Marketing. "We've heard from many fans that they like to read and collect our books in both digital and print formats so this new offering gives DC readers the convenience and value pricing they asked for."

That isn't the only way DC has focused on "value pricing" in the Rebirth relaunch: the company's best-selling titles have typically been collected in hardcover first and then paperback months later. With Rebirth, all titles are going paperback-first, with the first two trade paperbacks being collected into a Deluxe Edition hardcover aimed at hardcore fans later on.

DC titles that will reflect the new pricing or digital codes starting in April include All-Star Batman, Batgirl, Batgirl and the Birds of Prey, Batman Beyond, Batwoman, Blue Beetle, Cyborg, The Hellblazer, New Super-Man, Red Hood and the Outlaws, Super Sons, Supergirl, Superwoman, Teen Titans, Titans, and Trinity.

DC's twice-monthly series, including the Superman and Batman titles as well as Wonder Woman, Deathstroke, Harley Quinn, and others, will retain their $2.99 price point and will not feature an included digital code.

This is DC's second attempt at finding a standard for digital codes that both serves the company's needs and makes readers happy. When the company launched their previous line-side relaunch, 2011's The new 52, they allowed certain titles to be ordered in a polybagged edition that included a digital code for a dollar more than the cover price of the non-bagged version.

Around that same time, Marvel rolled out a plan that saw all of its $3.99-priced comics add a digital code. Perhaps not coincidentally, Marvel recently reversed that policy and now includes a digital code redeemable for 3 randomly-selected back issues with each purchase, rather than offering fans a digital copy of the specific comic they purchase physically. This change has sparked some outrage among fans and retailers.

Retailers aren't likely to be entirely thrilled with DC's move, either; many stores don't love digital copies as a whole, and the lower price point has helped to push Rebirth.