When is the last time you gave a passing thought to Archie Comics? If you’re like most folks the answer would likely be ‘a long time ago.’ While the comic has had an incredible longevity—more than 65 years—things haven’t really changed much in Riverdale over the years. But what just happened? Everywhere you turned this past week the media was covering Archie Andrews’ proposal to – GASP! - Veronica Lodge … and Betty Cooper’s heartbreak! The publisher, Archie Comics, revealed that Archie will propose in issue #600. The news has created more than a stir amongst fans and casual observers alike. Just like that fans have been drawn back in to the world of Archie and quite likely a bevy of new fans have had their interest piqued. What makes this a nice piece of marketing communications is that only enough information has been released. All we know is that Archie proposes to Veronica in the first installment of a six-part series that hits newsstands in September. The early announcement allows considerable discussion to create hype and interest — numerous ‘Betty or Veronica’ polls have already sprung up online. Knowing that there are several parts to this story will drive speculation and discussion about the details of the story. There certainly will be plenty of traffic at Betty’s blog on the comics Web site. This will give the publisher all kinds of information and insight into readers’ thoughts and preferences. It also provides time to monitor fan sentiment — engaging fans directly in the case of the blog — in order to make any last minute alterations to the story line if need be. Jeepers, that’s a Touchdown!
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