Or it means that there aren't hundreds of thousands of new readers out there to support big box retail stores carrying monthly comics. It's a delusion to think that putting comics in Wal-Mart would increase readership to the levels of decades ago.
Like I said, Walmart's refusal to comics has more to do with angry parents than sales.
Sergio Aragones was asked about his relationship with William Gaines, the publisher and co-editor of EC Comics. While Gaines was a close friend, Aragones did not always see eye to eye with him. "In this country, people tend to abuse things that are not regulated. People want to make more money or more of a name," Aragones said. "I realized that this country needed the code to not only control, but self-control.
"Young writers feel a need to put a curse word in every page possible. I find censorship of any kind to be insulting. You have to teach your kids at home. Home is where you teach your kids how things work in the real world. It is not the job of the editors and the writers. It is the job of the parent," Aragones continued. "Because one angry parent buys at K-Mart and decides to stop buying, the magazine goes under because the father saw a tit on the page and his son cannot see tits."
Levitz revealed that this is the primary reason why comics have had such a hard time penetrating different markets. He faced the same resistance numerous times while Publisher of DC, which was disheartening whenever comics were starting to gain traction in the public. He told a story about a grandmother who bought a multi-comic package from Walmart where a "Spawn" comic was hidden behind two more innocent books. She wrote to the CEO of Walmart, who then responded by sending back millions of comics and barred them from the chain for several years.