The announcement confirms recent rumors that Vertigo, the much admired and industry changing mature-themed imprint, is being sunsetted. It's a kinder word than cancelled or killed, but still one that brings a tear to the eye.
More surprisingly, however, DC Zoom (for middle grades) and DC Ink (a YA line)– two much heralded imprints for young readers– are also being phased out. The lines only launched this year and had already seen sales success.
Despite this, I'm told that DC is still going full speed ahead with more material for younger readers – with more titles to be announced at the ALA annual meeting, now taking place in Washington, DC.
In place of individual imprints, DC's titles will have age rating labels that indicate who the material is suitable for, as follows:
Vertigo's sunset and the general streamlining of DC's publishing plans do not mean an end to creator-owned material at DC, though, according to Publisher and Chief Creative Officer Jim Lee.
- DC Kids will focus on readers ages 8-12 and offer content created specifically for the middle-grade reader
- DC, focusing on ages 13+, will primarily be the current DC universe of characters
- DC Black Label will focus on content appropriate for readers 17 and older
"What we've done here is apply an ages and stages organizing philosophy that will strengthen what we're already doing well, whether that is our move into the young adult and middle grade audience or our long track record of success with creator-driven pop-up lines," said Lee. "We will also continue to publish creator-owned projects, and will evaluate and assign to the appropriate label to help our fans find the best books for their interests. These new labels not only bring greater consistency and focus to our characters, but they also open up a wealth of new opportunities for the talent working on our books."
I guess American Vampire will never get it's proper conclusion.
