For the longest time Wednesdays have been known as “New Comic Book Day,” with new publications from DC Comics arriving in comic book stores on that day each week. That has now changed!
In an announcement to comic book retailers, DC has explained that Tuesdays are now the new “On-Sale Date” for comic books.
- Will Tuesday remain DC’s new on-sale date? Why Tuesday? Yes. Tuesday on-sale allows us to sync up release dates across all markets, and retailers are free to sell DC product when they receive them on Tuesdays. Retailers also can continue to sell new DC product starting on Wednesdays, should that work best for their stores and clientele.
- Will the titles shipping via Lunar and UCS eventually be available through Diamond? Yes, starting with a currently scheduled on-sale date of May 19 for books that were on Final Order Cut-Off on Monday, April 27. Schedules are expected to be in sync across all distributors by May 19.
- Why was it necessary to zero out our orders at Diamond? Diamond orders were zeroed out for DC titles originally scheduled to be on sale April 1, April 8, April 15, and April 22 to ensure that you don’t receive double orders should you choose to order from one of our new distribution partners.
- How will returns be handled with the new distributors? Lunar and UCS will handle returns in the traditional manner. Returns will be made to the distributor you ordered the product from. Periodicals and books with in-store dates between March 18, 2020 and June 24, 2020 will be fully returnable. DC will provide credit for your separate return shipping of these items only.
- Will comics coming from Lunar and UCS in the next three weeks be first printings? Yes, unless otherwise specified, like Batman #89 Third Printing and Nightwing #70 Second Printing.
The Tuesday on-sale date actually brings the comic book industry in line with book stores, who generally release new books on that day.
As for the distribution issues between DC and Diamond, it remains to be seen how this will impact retailers who decide to stay with Diamond rather than shift to either Lunar or UCS, as Diamond will continue their Wednesday release dates for DC and all the other major comic book publishers.