It’s a dark time for America’s Favorite Teenager. After 50 years of continuous publication, Archie Comics has ended its traditional digest comics program. Once a mainstay of supermarket and drugstore magazine racks, these little pocket-sized volumes were long considered the best value in comics, giving you hundreds of pages of Archie stories – usually a mixture of new stories and reprints – for a bargain price. Even when the price rose to $9.99 a few years ago, ten bucks for nearly 200 pages is a great deal compared to most other comics, which tend to run $3.99 or $4.99 for a page count that usually ends in the twenties. What’s worse is what the Archie digests have been replaced with: a new series of “seasonal” digests, beginning with a Halloween special, that are slightly taller than the previous digests and have half the pages, but maintain the $9.99 price point.

Going from 196 pages down to 96 for the same price? It’s still more story than most comics, I grant you that, but it’s also a bit of a slap in the face to the readers.
I grew up reading Archie Comics. I loved the exploits of Archie and Jughead, I reviled the loathsome Reggie Mantle, I could not fathom why Archie wasted so much time on Veronica when Betty was clearly the better choice. And I was joining a long string of readers that went back to the 1940s, filling in all the eras in-between. My mom was never interested when I was reading X-Men or ShadowHawk, but she was an Archie reader from way back, and we even talked about them together sometimes. My sister only ever read two categories of comic books: Archie and Star Trek. This was a company with generations of fans and without the stigma of being “just for boys” that the superhero world often faced..
But that’s the problem, isn’t it? “Was.” There aren’t enough fans anymore. There was a time not too long ago when Archie Comics were the best-selling comics in America. The official sales numbers rarely reflected this, of course, as the comic book best-seller charts were based solely on the sales of Diamond Distribution to comic book stores and didn’t factor in sales in other markets, which is where Archie did the bulk of their business. But those newsstand sales have fallen precipitously, and the bankruptcy of Diamond itself has caused an upheaval in the comic book world that has many publishers flailing in an effort to figure out what to do next.
Archie has bigger problems than even that, though. With the exception of the digests, Archie hasn’t published monthly comics in several years, and their output of new stories has been reduced to a trickle. Most Archie comics these days come in one of three categories:
One-shot comics built around a theme (like sports or video games) or holidays (like Halloween and Christmas). These comics usually have one new story and several reprints. The biggest problem here is that the new stories are frequently a mere FIVE pages, hardly worth the asking price. What’s more, Archie has fallen into the speculator trap in two ways. First, they load these books up with an obscene number of variant covers. I’m not a huge fan of variants in general, but I particularly dislike them in comics that should theoretically be aimed at kids, because a kid might not realize they’re buying the same comic over and over again. The other issue is that Archie often touts these one-shots as being the “first appearance” of a new character – a relative of one of the existing characters, a new kid in school, two weird little apparitions that function as Halloween sprites, and so forth. The conventional wisdom here is that speculators will snap up “first appearances” in the hopes that the new character will take off, making their first appearance valuable on the secondary market. But with no new comics being published in which these new characters are allowed to grow and star in stories and build a fan base, who the hell is ever going to care where their first appearance was?

The second kind of book Archie is publishing is the (very) occasional “special” issue, such as the recent Archie Meets Jay and Silent Bob one-shot or last year’s Archie: The Decision. The former has the wholesome Riverdale gang meet the foul-mouthed denizens of Kevin Smith’s View Askew films, and in fact, the book was written by Smith himself. The clash of worlds is an amusing idea, but it’s something that primarily only appeals to existing fans of Kevin Smith, which is to say, people around my age. This isn’t a book you can – or should – give to your kids to get them into Archie. The Decision, meanwhile, was a special written by comic book superstar Tom King (he wrote the graphic novel that they’re making into a Supergirl movie right now, as a point of interest), and was advertised as being the story in which Archie FINALLY, after all these decades, would decide which girl he wanted to be with: Betty or Veronica. Spoiler alert: he didn’t decide.

The last category of Archie comics is the facsimile editions, something that lots of other publishers have been doing. These reprint classic comics, complete with the original cover, letter columns, ads, and everything else. It’s a cute idea, and I really have no issue with Archie indulging in this, except for the problem I have with EVERYBODY’s facsimile editions: variant covers. What’s the point of a facsimile with a different cover than the original? It’s no longer a facsimile, is it? (That’s a facetious question, of course. All variants are done for the same reason: to get people to buy multiple copies, a short-term boost, rather than the healthier strategy trying to get more PEOPLE to buy at least ONE copy.)
There are the occasional others – maybe one or two miniseries a year that come, go, and are quickly forgotten. But with this meager output, it’s no wonder that Archie’s fanbase has collapsed. There are a lot of people reading this right now who are probably surprised to find out that Archie is still in business AT ALL. As kids’ attentions have shifted from written material like comics to electronic entertainment like video games and YouTube, the original pool of fans that Archie was created for has evaporated. Pre-existing, older fans drift away because it’s just “kid stuff.” And nobody is filling the void.
Not to say Archie hasn’t had chances, but they’ve squandered them. In 2013, for example, they had a hit comic with Afterlife With Archie, a straight-up horror series featuring more “mature” versions of their classic characters in the midst of a zombie apocalypse. The book was huge and it spawned a whole line of Archie Horror, with other titles starring Jughead as a werewolf, Veronica as a vampire, and Sabrina the not-so-kid-friendly Teenage Witch. But the book that launched the line, Afterlife, frittered away, putting out only 10 issues over the next three years and then vanishing when the writer, Roberto Aguirre-Sacasa, moved his career focus from comics to writing for television. The series was left unfinished, and it’s hard to even recommend it to new readers, knowing that the story has no conclusion.

“Remember when you told me to watch Firefly? Well now we’re even.”
Ironically, Aguirre-Sacasa’s TV career involved another missed opportunity for Archie, developing the TV show Riverdale. This was a much more adult soap opera type of story starring the Archie characters, and although I was never a fan, I could appreciate just how big of a hit it was. I routinely had students in my classroom during the years that the show was on the air who discussed Archie, Betty, and Veronica the same way they did the likes of any other popular series. But if they were even aware of these characters’ comic book heritage, they didn’t care. Once, when I bought one of those aforementioned digests while grocery shopping, the cashier saw an ad for Riverdale on the back cover and started talking about how much he loved the show, going on about which characters he hated and which ones he shipped. But when he flipped the book over and saw the more traditional Archie characters on the front cover, he may as well have been staring into outer space. As popular as the show was, Archie Comics did nothing to capitalize on that while it was on the air, and now the opportunity has passed.
The point of all this is that Archie is in serious trouble. Trouble that I don’t even know if they can get out of, at least not alone. But I do have a few ideas. Could any of them work? I really don’t know, I’m not a businessman or an expert on markets or anything like that. But I’ll tell you this much: they’re at least better than doing NOTHING.
The first thing Archie needs to do is rededicate itself to actually putting out new material. And I don’t mean the occasional one-shot, they need to get into the monthly comic book game again. I would start small, giving the line four comics a month: the stalwarts Archie, Jughead, and Betty and Veronica, with the fourth spot being left open for themed one-shots, holiday specials, crossovers and the like. But these should most definitely NOT be the reprint-fests that we’ve gotten the last few years. Reprints are okay, especially for a property like Archie where the classic stories are somewhat evergreen and can both entertain (potential) new readers and charm the older readers who enjoy seeing them again. But they should NEVER be the primary focus of a four dollar comic book. New material should make up at MINIMUM half of each issue, preferably more.
As far as the stories themselves, I think Archie should split the difference between the old-school comedic quickies and the soap opera. Keep the comics fun and lighthearted, but allow for ongoing storylines and character growth as well. Make the stories a little more sophisticated, and you’ll hold on to readers longer. You can still do one-off gag comics as backups if you really need to scratch that itch.
Second, I think Archie needs a partner. Over the last several years Valiant Comics went through similar problems as Archie is having, with mismanagement and poor decisions killing their brand. Valiant is in something of a rebuilding stage, which they accomplished by partnering with another publisher, Alien Books. Although still two different companies, Valiant publishes through Alien and the Alien logo appears with the Valiant logo on their covers. Valiant handles the production; Alien handles the publishing. So far it seems to be working fairly well. If Archie is struggling on this end, then a similar arrangement with another publisher might be beneficial for them.

The Diamond bankruptcy hit everybody as well, making it harder to get comics on the racks, and those companies that had not done so already started to sign contracts with other publishers and distributors to get their books out again. Once again, Alien and Valiant found a lifeline by turning to another publisher, this time IDW, to utilize their distribution system. Now the Alien and Valiant comics appear in the IDW catalogue that comes out in comic shops every month. Partnering with a larger publisher, once more, would help Archie solve this distribution problem.
But what if the problems are deeper than that? Having never been around the Archie offices, I don’t really know what caused the domino chain that led to their current situation, and it’s possible that there needs to be a complete overhaul. So if things are THAT bad, here’s the nuclear option:
Sell Archie Comics to another publisher.
I know, that sounds huge, and it would be a last resort. But if it’s the only way for the characters to survive, I would find that preferable than letting them die.
Way back in the days of the late, lamented Comixtreme website, I once wrote a column pondering – just in a “what if?” fashion – what would happen if Archie was purchased by DC Comics. Now I’m coming at this from the perspective that it may be exactly what Archie NEEDS. Why DC specifically? Well, DC has a long history of buying up characters from other publishers, and while the popularity of them may wax and wane, the characters from the former Fawcett Comics (such as the Shazam! family), Charlton Comics (Peacemaker, the Blue Beetle, the Question), Quality Comics (Plastic Man, Uncle Sam, the Freedom Fighters) and Wildstorm Comics (WildC.A.T.S., the Authority) all still show up on a fairly regular basis. They haven’t been utterly forgotten like SOME universes I could mention after they were purchased by OTHER publishers I could also mention, and here I would like you to imagine the sound of me coughing whilst squeezing in the words “Ultraverse” and “Marvel” into my hacking fit.

Archie could also fill in a void in DC’s line. They’ve got a robust program of graphic novels for younger readers, which is awesome, but their regular comic books for kids have somewhat dried up. Last year they quietly cancelled their long-running Looney Tunes and Scooby-Doo comics, leaving only Teen Titans Go as a regular DC comic for kids. Archie could fill in there. Furthermore, DC’s multiverse is pretty healthy these days and could easily find room for all the different flavors of Archie. The “Classic” comics could be on one Earth, the more soap opera-y comics from the last decade or so could be another, the horror comics could fill a few more. Heck, they could even print Archie Horror under the Black Label umbrella.
Then there are the Archie superhero comics to consider, the Red Circle heroes. Archie has had superheroes for as long as anybody else, with characters like the Comet, the Fly, and the Black Hood. Hell, Archie even beat Marvel to the punch with the first patriotic superhero, the Shield. Those characters eventually faded after World War II like most other superheroes, but Archie has made many attempts to bring them back over the years, and some of them have been really good.
What’s more, DC has partnered with Archie TWICE in the past to revive the Red Circle heroes, with the Impact Comics universe in the 1990s, then by briefly incorporating them into the DC Universe itself in the late 00s. We could include those worlds as well: the “original” Red Circlers could have their own Earth, the Impact versions could have another, and new, updated versions could be introduced into the DCU.

Of course, not being a businessman (you can tell from all the business I fail to do), I haven’t got the foggiest notion how much money it would cost to purchase Archie Comics outright. I do know, however, that DC’s parent company Warner Bros. is in something of a chaotic state itself at the moment, so that’s probably not something that would be particularly high on their agenda. If a purchase is out of the cards, then perhaps a long-term licensing agreement like DC has with Milestone Media could accomplish the same purpose.
And DC isn’t the only game in town (although I think it would probably be BEST for Archie, should it come to that). There are other publishers with whom they could work out similar arrangements. But it’s at a point where Archie fans are grasping at straws, hoping for anything to keep the characters alive. Something has to be done, and quickly, or Riverdale High School may finally close its doors for good.
And seriously, where is Mr. Weatherbee going to find a new job at his age?
ADDENDUM: After I finished writing this column but before I posted it, Archie Comics happened to make a fairly big announcement: the aforementioned Tom King is apparently working on a new Archie feature film with Universal Studios. This is good news, and I sincerely hope that the movie is a hit, but I don’t think it’ll alleviate any of the problems I’ve been talking about. Getting people to follow the characters to the comic books is the goal here, and historically, very few movies have actually done that. Then again, who knows? Maybe Mr. King’s Archie movie will be the exception.
Blake M. Petit is a writer, teacher, and dad from Ama, Louisiana. His most recent writing project is the superhero adventure series Other People’s Heroes: Little Stars, volume one of which is now available on Amazon. You can subscribe to his newsletter by clicking right here. He’s also started putting his LitReel videos on TikTok. He’s still holding out hope for the Jughead Vs. Joey Chestnut one-shot.

















