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Saturday, June 22, 2019 1:03:22 PM
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Looks like DC is axing their Vertigo imprint: No More Vertigo

Your thoughts?

I am saddened but think that it was an inevitability. So many great titles, authors and artists either debuted or were resuscitated in the line like Animal Man, Doom Patrol, Y, the Last Man, Grant Morrison, Neil Gaiman, Warren Elllis, Brian K. Vaughn...I could go on and on but you get the picture.

The last few years have been a bit lackluster for the Vertigo titles and with DC launching Black Label last year seemed like only a matter of time before the plug got pulled.

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Saturday, June 22, 2019 8:41:06 PM
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I don't read anything by Vertigo, so it doesn't impact me personally. But it still sad. Vertigo is an institution all by itself.
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Saturday, June 22, 2019 8:45:08 PM
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I don't really understand the 'why' of this decision. Does Vertigo's existence cost DC any extra money? What if they want to make other comics that are not in continuity? Would they just release them with the understanding that they aren't in DC continuity?

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Sunday, June 23, 2019 7:46:59 PM
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Vertigo has been dead (to me) for over a decade. It pretty much lost all meaning between Image's creative renaissance and most superhero books (and entertainment in general) skewing more mature.

The restructuring of to a youth line, DCU line, and the Black line continues the streamlining/simplifying DC started a couple months ago.
Monday, June 24, 2019 5:37:44 PM
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For those who don't get the Diamond Daily e-mailed to them.
DC Unites All Publishing Under Single Banner

On June 21, DC Entertainment announced that beginning in 2020, all of its publishing content will be organized and marketed under the DC brand, creating three age-specific labels – DC Kids, DC and DC Black Label – that would absorb all of its existing imprints and focus DC’s publishing content around characters and stories that evolve and mature along with the awareness and sensibilities of DC’s readers. As a result of this new labeling strategy, DC will sunset the Vertigo publishing imprint at the end of the year.
The new segmentation, featuring the new age rating system, will launch in January 2020. Books currently being published under the recently launched DC Zoom and DC Ink imprints, which are focused on the middle grade and young adult segments, respectively, will be assigned to the DC Kids and DC labels depending on the content and intended audiences.
“We’re returning to a singular presentation of the DC brand that was present throughout most of our history until 1993 when we launched Vertigo to provide an outlet for edgier material,” said DC Publisher Dan DiDio. “That kind of material is now mainstream across all genres, so we thought it was the right time to bring greater clarity to the DC brand and reinforce our commitment to storytelling for all of our fans in every age group. This new system will replace the age ratings we currently use on our material.”
The three labels will be structured as follows:
-DC Kids will focus on readers ages 8-12 and offer content created specifically for the middle-grade reader

-DC, focusing on ages 13+, will primarily be the current DC universe of characters

-DC Black Label will focus on content appropriate for readers 17 and older

“What we’ve done here is apply an ages and stages organizing philosophy that will strengthen what we’re already doing well, whether that is our move into the young adult and middle grade audience or our long track record of success with creator-driven pop-up lines,” said DC Publisher and Chief Creative Officer Jim Lee. “We will also continue to publish creator-owned projects, and will evaluate and assign to the appropriate label to help our fans find the best books for their interests. These new labels not only bring greater consistency and focus to our characters, but they also open up a wealth of new opportunities for the talent working on our books.”

Of course this leads to the next question of now that they have set ages for the comics will Scooby, Teen Titans Go, Looney Tunes and others get the DC KIDS label now or will they keep the same DC label they always had and the same rating system. No more E For Everyone? Hopefully that also reigns in the Bendis Jinx stuff also into either DC or Black Label.
Monday, June 24, 2019 11:07:51 PM
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4saken1 wrote:
I don't really understand the 'why' of this decision. Does Vertigo's existence cost DC any extra money?

It's how branding works nowadays.

Back when Vertigo was started, DC wanted to separate its mature readers output. The DC logo didn't appear anywhere. It was hard to tell at a glance that it was a DC book.

It's just like Disney back then. They had Touchstone and Miramax, which most folks knew were owned by Disney, but Disney didn't really flaunt it as they wanted to maintain their squeaky clean illusion. That all changed last decade, when they decided to focus on a few select core brands. That's why Touchstone hasn't put out a movie in years, and the TV side was rebranded to ABC Studios. Granted, they still don't slap a Disney logo in front of a Marvel or Star Wars movie, but if you go to any Disney website, and they've got them front and center, mixed right in with the latest animated and Pixar movies. (The day that they finalized the Fox sale, Bart Simpson and Deadpool appeared in a picture montage on the main Disney website to celebrate the new Disney owned properties.)

Now, branding is trending where corporations like to rally around their most recognizable brands and give them the big push. Here we have DC, which is obviously a bigger name than Vertigo. And "DC Black Label" has that "sophisticated, mature" sound that still has the core brand in place, unlike "Vertigo". It's easier to make the connection back to the parent company.

Personally, I think the bigger mistake is lumping all of the younger-skewing material into "DC Kids". I think that label is far too limiting for what they want to do or what they should be doing in an attempt to grow that market.
Wednesday, June 26, 2019 4:11:36 PM
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bluedevil2002 wrote:

Personally, I think the bigger mistake is lumping all of the younger-skewing material into "DC Kids". I think that label is far too limiting for what they want to do or what they should be doing in an attempt to grow that market.

Nailed it.

Part of what made Marvel successful from the sixties through the eighties was that all their mainline books were accessible to people of all ages while still being compelling for older audiences. You don't need to have gratuitous sex & nudity, foul language, and graphic violence to appeal to adult audiences. It's a concept none of the publishers understand anymore.

Also, labeling a book aimed at a twelve year old as "DC Kids" won't work for the same reason. No twelve year old will want to read something designated "for kids." Again, part of the appeal with old time Marvel was that a kid knew he was reading comics adults and teenagers were reading. It made a kid feel like he was reading books right along with the big boys. Labeling it for kids only tells them that it's watered down, kiddie stuff.

These publishers are clueless.
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