Well, it’s happened. The Hollywood Reporter says DC decided to put an end to the Vertigo label, relying instead on some minor sub-labels:
DC has announced that, starting in January 2020, it will close the DC Vertigo, DC Zoom and DC Ink imprints in favor of a new publishing strategy to release all published content under the DC brand. At the same time, a new age-specific labeling system will be introduced for DC content, identifying content aimed at pre-teen readers, general audiences and material aimed at readers 17 and older. […]
“We’re returning to a singular presentation of the DC brand that was present throughout most of our history until 1993, when we launched Vertigo to provide an outlet for edgier material,” DC publisher Dan DiDio said in a statement about the change. “That kind of material is now mainstream across all genres, so we thought it was the right time to bring greater clarity to the DC brand and reinforce our commitment to storytelling for all of our fans in every age group. This new system will replace the age ratings we currently use on our material.”
DC publisher and chief creative officer Jim Lee added, “What we’ve done here is apply an ages and stages organizing philosophy that will strengthen what we’re already doing well, whether that is our move into the young adult and middle grade audience or our long track record of success with creator-driven pop-up lines. We will also continue to publish creator-owned projects, and will evaluate and assign to the appropriate label to help our fans find the best books for their interests. These new labels not only bring greater consistency and focus to our characters, but they also open up a wealth of new opportunities for the talent working on our books.”
Oh, they’ll never be able to return to what they had up till 1993. They don’t even mention the reasons why Vertigo’s collapsed – they hired an awful editor, Andy Khouri, who mismanaged everything, brought in leftist ideologues who went nuts on Twitter and they took no disciplinary action against them, and there was even one who got accused of sexual abuse, resulting in his book’s cancellation quickly. And then everybody understandably wonders why they’d get canceled at all. This is par for the course in comicdom, alas. No accountability, and DiDio and Lee predictably won’t admit to failure either.
And I think writers with creator-owned products would be well advised to look elsewhere, and not rely on DC as a host.
Originally published here.