Diversity apparently hurt the bottom line.
The real problem is not the introduction of new “vibrant” characters (which Marvel intends to keep), but the replacement of the original White male characters with the “vibrants.” That is what offended the base – the (maliciously?) intentional replacement (using incredibly clumsy and stupid storylines) of the one for the other. You see, White males (not men) will meekly accept demographic replacement in real life, but if that replacement occurs in the pages of their favorite comic books, then, by golly, they certainly won’t stand for that! That’s just going too far!
Marvel’s thoughts on the matter:
What we heard was that people didn’t want any more diversity. They didn’t want female characters out there. That’s what we heard, whether we believe that or not. I don’t know that that’s really true, but that’s what we saw in sales.
We saw the sales of any character that was diverse, any character that was new, our female characters, anything that was not a core Marvel character, people were turning their nose up against. That was difficult for us because we had a lot of fresh, new, exciting ideas that we were trying to get out and nothing new really worked.
Forget the subsequent spin added after this individual realized he went too far with the truth – the truth is in the original statement reproduced above.
So, what I read from this is that after Marvel doubled down on their SJW tendencies, with a Negro Captain America, a Negress Iron Man, Thor as a woman, a high-IQ Korean cogelite as the Hulk, Iceman as a homosexual, etc., the core Marvel costumer base – White heterosexual male nerds – rebelled, complained, stopped buying those titles, and sales sagged. Meanwhile, DC comics, which refrained from transforming Batman into a transgender Black lesbian, did not have these troubles. Hence, Marvel’s “Fresh Start” reboot, returning some of the iconic White male characters; hence as well, the SJW hysteria about Marvel’s “old clichés” – you see, comics need to be “progressive” and “transgressive.” According to the leftist hysterics, Marvel needs to eschew their fan base in favor of a more “vibrant” clientele which, even after they were pandered to with all the “diversity,” still didn’t flock to the comics to make up for the declining White male core readership.
Alas, comics are a business and they need to make money. Marvel can of course take the SJW advice, give the middle finger to their fan base, and be all “progressive” and “transgressive,” but the White male readership are under no obligation to buy that product. Replacing the core readership with “vibrants” hasn’t worked and will likely never work, as human nature cannot be changed, and Coloreds, Yeastbuckets, Queers, etc. are not the natural constituency for comic books. Straight White males are the core readership, and a business that disrespects its core base is going to run into problems (similarly in politics the GOP’s contempt for the base led to Trumpism).
Marvel of course is continuing with its demented and offensive Ta-Nehisi Coates experiment, and actually spreading it to the Captain America series. The mind boggles. Imagine! The Alt Right a creation of the Red Skull! Captain America punches out a Richard Spencer-like character! Steve Rogers speaks out in favor of White demographic replacement! A Trumpite President is uncovered as a Nazi plot! Sales of Captain America comics lag behind other brands as White fans get disgusted!
So, while the “Fresh Start” is a step in the right direction, Marvel will not – apparently, cannot – change course completely and ditch the SJW hysteria and diversity nonsense. They have to make concessions to the religion of multiculturalism and genuflect to diversity, trading the return of some iconic characters for contaminating Captain America with Negro militancy. So it goes.
By the way, Marvel would not have to continuously “reboot” their comic franchises if they would simply stick to what comics are supposed to be about – entertainment. Although, Marvel comics were always tainted by Jewish liberalism, and always foisted leftist and anti-White narratives on the reader, during Marvel’s peak – the Silver (1960s) and Bronze (1970s into at least part of the 1980s) ages of comics – the primary focus was on entertainment, on imaginative superhero vs. supervillain tales of science fiction, fantasy, and drama. Over the last twenty years, especially, the shift has been to “progressive” and “transgressive” leftist militancy, and the company has never recovered; without Marvel characters getting on TV and film, and the money and attention brought in from that, Marvel would have been in bigger trouble than it already has been (apparently there is little carry-over between the short-attention-span masses who watch the TV shows and the films and the dedicated readers who stick with the comics over the long haul; in addition, the comics have drifted even more to the SJW direction than the other media).
On a more general note, the “Fresh Start” suggests the strength of White, particularly White male, purchasing power. White male comic readers became disenchanted with Marvel’s demographic replacement of iconic characters, and this displeasure has forced a change in direction. The change is not enough, to be sure, but contrasted to what goes on in the general society, any change for the better has to be noted. If only Whites would leverage their economic power to enforce societal change in more substantial aspects, then maybe some progress can be made. The lesson of the “Fresh Start” is that Whites, particularly White males, are unaware of their own power, they are a sleeping giant and even something as simple as expressing displeasure through the power of the purchase can “put the scare” into sanctimonious elites and force them in other directions. By the way, this increases racial balkanization, as things even as small as this trigger SJW hysteria, uncover racial, sexual, and social fault lines, and create hatred and distrust. Using White economic power to alter anti-White narratives is not going to be any “safety valve,” in case the “worse is better” crowd is worried about that. Instead, it will embitter the Left and the Coloreds, and in the long run create even more tension. The whole System is based on White (male) dispossession, altering course on that, however minor, weakens the System, not strengthens it,
Finally, there’s niche space for the Far Right to get involved in the comics business. One can imagine a Der Movement Inc. superhero series: Faster than a speeding Goth! More powerful than a Viking warrior! Able to leap greasy swarthoids in a single bound! Its…Nordic Man!
Seriously though, Far Right comics is a niche space worth looking into. Pop culture is influential, which is why the Left wants a monopoly in that space. The Right needs to colonize this niche space, although I would think that comics is a more Type II interest and authentic Type IIs in the “movement” are few and far between.