Marvel and DC aren't the ones unwilling to give these books a chance, the fans are.
Don't blame Marvel for this, blame everyone who didn't buy Ghost Rider.
Marvel and DC have created this climate with their business plans.
Back when Claremont wanted to retire cyclops for good, they cut his feet out from under him. They've constantly been a state of stagnation for years, because they were afraid that if the characters which first drew them to their comics were gone then so would the fans. Fans of the medium exist, they support the books which deserve. What marvel and dc is losing are fans of the medium, they only have fans of the characters, and not many people care to read the same story recycled thousands of times over.