Slash and burn: At ICv2.com, retailer Donald Riordan is incensed by Marvel's 50 percent discount-subscription ads:

"This is not a bold attempt to expand the comic book readership from outside markets. The ads have been placed inside the regular comic books distributed to the direct market, preaching to the faithful. The majority of any subscription sales will come from the Direct Market and out of our bottom line. This 50% Subscription Plan will remove customers from the Direct Market and from our stores. ...

"... This program is wrong. This program is poor marketing. This program is very short sighted. Marvel needs to stop these ads now. Marvel needs to offer an apology to the entire Direct Market for this transgression. Marvel needs to make it right."