Well, I was just talking about this the other day. With inflation taken into account the comic book we used to pay twelve cents for should cost about sixty cents today. If that were the case there would still be comic book racks in every drug store and grocery store in the country. I'm only aware of one such rack in my town. If the comics were on the racks and in the stores then a comic could reasonably be expected to sell a million copies a month. Just think of the money Marvel could have made under that scenario during the past several years when the three Spider-Man movies were released. Unfortunately, most kids today only know the character from the movies. Most probably own the dvd's because over time the price of them has dropped to a price that is equivalent to buying just three copies of the comic books.