Marvel Comics revises its digital copy exchange program

Readers were surprised this week when Marvel’s new releases didn’t include the traditional stickers that can be removed to reveal a special code that can be used to redeem a digital copy of the issue online using the app. Marvel Comics. When someone asked Marvel if this was just a misprint, a Marvel rep revealed that it wasn’t.

The representative Explain“Hi, Chris. This is not a misprint, but a process update. Please follow the instructions on this code page, they’ll walk you through step-by-step how to get codes for your comics, and any other details you need to know. Thanks!”

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This, of course, is a major change for Marvel, as the codes have been a regular part of new Marvel print releases since March 2012, when every $3.99 Marvel comic began to include a code that could be redeemed for a digital copy of the comic. (Installation started in 2011 with Marvel’s Ultimate line of comics. At the time, the comics were wrapped in a polybag to protect the code, but they soon came with a sticker that needed to be peeled off to reveal the code, as retailers were not fans of the polybag system).

Marvel had already changed the system in January 2017, when the codes were replaced with new codes for the first chapter of a major trade paperback. At the time, Marvel announced, “Marvel continues its commitment to providing its fans with the best value in comic books while honoring our cornerstone of the comics industry – retailers. Our intention to evolve our digital code program is to offer our fans more value per dollar spent.Replacing the free digital copy, our bonus digital comics will offer fans free entry points for collected editions currently on sale and, in turn, will invite additional and repeat traffic to our trusted retailers.

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It didn’t sit well with fans, and the codes were back in March, with Marvel stating, “We’ve heard the message loud and clear about the same digital trouble codes. We’ve heard how people around the world everyone used them, relied on them, loved them. We’re always looking to do what’s best for fans and the comics industry, so we’re excited to make this program even better. Now , print comic readers will receive a code for the issue they purchased, plus an additional bonus comic to give customers even more value for their purchase.”

If customers just have to go through a different system to get the same digital copies, that’s not that important, but fans are understandably wondering if that’s the first step to stopping the digital buyback program again.

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Source: Marvel Comics

Lisa M. Horner