It wasn't all comic books non-news for Marvel, they also had a panel covering their prose novels.
Source: Marvel: The Prose Novels panel - NYCC 2012
Think Marvel's monthly comic books don't have enough words in them nowadays? Well, Marvel also has a line of prose novels based on their comic titles, and New York Comic Con had a panel to cover it.
At the panel were Axel Alonso (Editor in Chief), David Gabriel (SVP of Sales) and writers Peter David (Astonishing X-Men: Gifted) , Stuart Moore (Civil War), Alisa Kwitney (New Avengers: Breakout), and Marie Javins (Iron Man: Extremis).
Alonso said that they wanted to take some of their more popular works and convert them to prose form.
It wasn't a direct translation of the comics, Moore described his challenge "Civil War is a big sprawling story that encompasses the Marvel Universe and I wanted to bring it down and focus on the human level." The novels don't have to follow the same continuity so it was also an opportunity.
When asked which characters suprised them the most, Kwitney mentioned she found Spider-Man lovely to write, it was fun to have him go on the "world's worst date". Moore said that he was on Captain America's side during Civil War, but found Iron Man more enjoyable to write.
On why the authors took on the novelizations, David said "it seemed like a good idea at the time". Both Moore and Javis liked the challenge, and Kwitney said it made her teenaged kids think she was cool for the first time in a decade.
When asked about original stories being written, Alonso said that that was "imminent".