All this business about DC’s “WTF month” got me thinking — while you’ve got the whole gimmick cover thing as an attempt to get attention (they’re getting the attention and it falls under “no such thing as bad publicity), this really screams of something where the consumer is supposed to pick up the book off the rack/shelf, flip open the cover and then be so shocked/intrigued as to buy it. The impulse buy, if you will.
OK, let’s ignore that this strategy doesn’t work if you buy mail order or digital and that it may not be effective if you’re overly focused on your pull box. At various times over the years, including right now, the shop I’ve frequented has bagged the comics in mylar before putting them on the shelf. If this is the case, you have to 1) already know the WTF covers need to be folded out, 2) remove the comic from the bag and 3) hope the shopkeeper doesn’t yell “WTF?!?” at you for browsing the book.
I wasn’t sure how many shops still pre-bag the books. I don’t remember any from my days in NYC, for instance. I’m throwing the question to you: