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DC Cancels Long-Running Co-Op Advertising Program with Comic Stores

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DC has informed comic book stores that its long-running Specialty Retailer Co-Op Advertising Program will be “discontinued” at the end of 2019.

“Diamond accounts will stop accruing co-op credit following their September 25 invoices,” reads the publisher’s statement to Direct Market retailers. “Retailers will be able to request approval on co-op spends through December 31, 2019. All claims must be finalized by January 31, 2020. No claims will be accepted after that date.”

This program incentivized comic book stores to buy advertising in their local markets promoting their store – and specifically DC projects. In exchange, DC would reimburse a portion of the advertising expense if it followed with pre-set rules from the publisher. This would include (but was not limited to) in-theatre commercials ahead of DC movies, newspaper advertising, online and social media advertising, and featured placement in retailers in-store newsletters.

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