With the responsibility for marketing a comic book falling heavily on the creators’ shoulders despite working for DC Comics or Marvel, how these pros choose to advertise their books can make or break a product. If a book is advertised first and foremost as having XYZ representation, it builds customer expectation of that aspect being a major storyline, and consequently, not focus on superheroics. Does DC and Marvel need a dedicated marketing team focused on selling to their main customers i.e. comic readers instead of trying to chase after checkboxes?

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