When you coupled this with a notable generation of superstar artists like Jim Lee, Todd McFarlane and Rob Liefeld, this led to some insane sales figures as the demand was exceptionally high. They could use a regular cover on the newsstand and the the foil cover just on the direct market.Īs the 1990s began, specialty stores had grown popular enough that a number of fans started collecting comic books on the speculation that they would be worth more money in the future. This eventually led to comic book companies trying out so-called "gimmick covers." You know, putting a foil cover on the book and charging an extra buck. Since the comic book companies now had a greater cost certainty (and thus a greater profit margin on a given book), they were able to spend more money on the comics themselves.
With this new sales system in place, direct market comic book stores surged in popularity.
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