Stephen Wacker has heard the complaints about Marvel Comics. Too many books. Too many variant covers. Too much influence from the MCU. Strained relationships with creators. At New York Comic Con, Marvel’s new Editor-in-Chief made it clear he intends to address all of them.
It’s been no secret in the comic book industry that Marvel has been struggling for the last 2-3 years. They’ve been in a creative and sales malaise that has been discussed ad infinitum. People have been calling for big changes at the highest levels of Marvel Comics, and when they announced that Stephen Wacker would take over as Editor-in-Chief, many fans and insiders breathed a sigh of relief. Here was someone with a proven track record who could turn the ship around and send Marvel in the right direction.
Stephen Wacker presented the closing address at today’s Retailer Day. In short, Wacker addressed many of the issues and complaints that have plagued the publisher over the last couple of years. Anyone who has been down on Marvel can sleep a little easier tonight because Stephen Wacker has a plan and a vision to bring the publisher back to the forefront of the comics industry.
Wacker began by discussing his bona fides in the comic book industry, working in retail comic book stores in the ’80s and ’90s, and even going so far as to say he was the one fetching water for Todd McFarlane when he did signings at his shop.
Wacker said comic book owners have the hardest job in the comics industry. They’re ordering books three months in advance with no real sense of what will sell and what won’t. On top of that, the splintered distribution following the Diamond bankruptcy has multiplied their work two, three, or even four times. Even after all of that, they still have to show up every day and be excited about comics. They’re the ones selling books to every person who walks into their shop.
Wacker then went on to discuss the Marvel Summit that happened just yesterday. He hinted at massive happenings that were discussed. Wacker said there’s a lot of hunger for Marvel to figure out its way forward, and big changes are coming.
Marvel has been asking itself big questions, and the first Wacker discussed was, “Does Marvel publish too many comics?”
Does Marvel publish too many comics?
People have long observed that Marvel seems to have the most books on the shelves, and perhaps that is one of its strategies to outsell competitors. By taking up more shelf space, it can sell more comics.
Under Wacker, Marvel is going to be asking pointed questions about every new #1 issue it releases. They’ll decide whether the creators are 100% behind the idea and, if not, give them more time to get there. They’re going to ask themselves if they can get fully behind every #1 and give it the support it deserves.
Wacker admitted this could result in fewer books published.
Let that sink in for a second.
It’s quite remarkable that the new EIC of Marvel Comics is telling retailers that they’re going to publish fewer comics. But being in the crowd, I can tell you almost every new initiative or policy Wacker mentioned received applause.
The three Midnight titles launched just today.
Credit: Marvel
A new approach to launching comics
Wacker brought up the Midnight titles released today as an example of this new strategy. Even though the books were ushered in under the previous EIC, the idea of releasing three new books on the same day, and no other Marvel books this week, cemented this idea of putting the full weight of Marvel behind new releases.
Wacker talked about going to Midtown Comics on release day, talking to fans waiting in line for the new books, and the excitement he felt.
Other things Marvel did with the Midnight release to help retailers included letting them read issue #1 before final order cutoff dates. That way, they could get a sense of what the series was like and how it would sell in their stores.
Marvel also made the FOC for issue #2 after the release of issue #1, meaning retailers could see how the first issue sold before placing orders for the second.
What changes for variant covers
The next topic Wacker tackled was variant covers.
He admitted he was biased and really loved variant covers. He conceded that many readers also enjoy variant covers. For these reasons, they aren’t going away.
Wacker does worry about the overuse of variant covers to the point that it creates confusion about what the actual main cover of a comic is. He pointed out iconic covers of the past and how you could picture them in your mind, but when comics have so many variants, that iconic nature can be muddled.
From now on, Marvel will be clearer about main covers, adopting the industry standard of “Cover A, B, C, etc.” to denote main covers versus variants. Gone are the days of mindlessly throwing endless covers at every book.
Marvel Comics should lead the MCU, not follow it
Next, Wacker took on the Marvel Cinematic Universe.
Marvel comic fans have long complained that the comics seem to be taking their cues from the wildly successful and popular movies. In an endless push for synergy between the movies and comics, the comics are altered to fit the cinematic universe. Many have felt that the tail has been wagging the dog.
Wacker pointed out that after moving to California, the comic offices would physically be in the same building as the movie offices. According to Wacker, the MCU’s success has created the assumption that the comics should relate to and match the films.
Wacker emphatically stated, “That is backwards.”
In his first meeting with Kevin Feige, Wacker was told that it’s not their job to follow the movies. To reinforce that, Feige attended the Marvel Summit yesterday in New York and told them their job was to be 15 years ahead of the cinematic universe.
Marvel Comics should be the creative engine.
Wacker added that the comics are clearly better when they lead, not follow.
Hard truths were spoken at the Marvel Summit.
Repairing relationships with creators
Next, Wacker addressed the publisher’s creative side.
He was frank in admitting that Marvel can’t compete with the feeling a creator gets from owning their own work. But they can offer creators a part in working on the biggest narrative story ever told.
To repair relationships with creators, Wacker brought up three main points: paying creators on time, backing them up when things get loud, and listening to their creative instincts and desires.
Wacker promised that next year we would see names on Marvel books that we have not seen in years, and in some cases ever. He does not believe in a house style and thinks the publisher will benefit from fresh, creative ideas.
Rethinking the physical comic
Finally, Wacker brought up the physicality of comics.
He wants to learn from manga, including its price, size, and content. It sounded like compact comics, like DC’s, were top of mind. The announcement of the new “Brick” paperbacks is part of these initiatives, but more is coming.
He also emphasized that digital comics should consider physical releases from day one. He reaffirmed that the market is built on physical products and Marvel will continue to focus on that.
Can Wacker turn Marvel around?
Marvel’s problems over the last two to three years have often been juxtaposed with the huge successes of DC Comics. Whether it’s the Absolute line, Compact Comics, or simply its successful All In main continuity books, it has certainly felt like DC was consistently delivering on all fronts. And many have seen Marvel floundering.
In my estimation, Stephen Wacker’s closing address at NYCC 2026’s Retailer Day felt like a response to nearly every major criticism and comparison to DC Comics that has been made over the last few years.
It seems clear that Wacker has heard the criticism and is taking concrete steps to rectify it.
“We cannot be the company that just protects trademarks for the greatest characters in comics history, or just adapts them for movies and TV shows. I want us to be the company that does something for you that’s unexpected, that you can then go hand-sell. I want readers to argue and debate Marvel stories. I want retailers excited about the Marvel boxes showing up from PRH. I want critics surprised by Marvel. I want competitors challenged by Marvel. I want kids discovering Marvel. And I want the rest of the entertainment business looking at our comics and thinking, ‘Crap, we need to catch up.’ That’s the Marvel comics that I and the new team want to build.”
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