The comic publisher has opted not to engage in a marketing gimmick for the first time ever.
DC has heavily relied on gimmicks to drive sales lately. Whether it's a line-wide reboot, die cut covers, gatefold covers, or a blast of variant covers, it was widely thought that DC would sell its own mother if it helped temporarily boosted sales. That was until today, when DC announced that it would not be runumbering Detective Comics for its 900th issue.
DC's anniversary issues have been boons for the comic book company, with milestone comics for Action Comics, Batman, and Wonder Woman all selling like hotcakes in recent years. It's not as if anniversary issues aren't still in demand, either. Amazing Spider-Man #700 was the top-selling comic of December 2012 and one of the best-selling comics of last year.
DC executives defended their decision in a hallucatory interview with the Outhouse. "Listen," said Bob Harras, the blue, three-eyed unicorn who acted as DC's editor-in chief. "We'll do plenty of things to make money. Blank covers, money laundering for terrorists, selling hard drugs to small children, none of that really bothers us. But none of us were comfortable getting rid of our new numbering system just two years after it started. We feel like that'd really rob the customers."
While renumberings are appearantly off the table, no word as to whether holofoil, the gimmick that marked the all time low for comic books as a medium, was still being considered.