Holy Ripoff, Batman! DC Comics iPad, PlayStation Crossover Will Make Readers Pay Twice (or Three Times)

(MoneyWatch)  There's plenty of excitement over the new DC Comics iPad app -- especially since the comparable Marvel Comics app launched with the Apple (APPL) iPad itself nearly three months ago, while DC has also launched a Sony (SNE) PlayStation-based comics interface. The problem is that DC announced both the iPad and PlayStation interfaces simultaneously today, but comic book lovers have to buy their comics separately on each platform. A fantastic opportunity for cross-platform comic sharing has instead turned into one more chance to drain the consumer.

According to the official DC Comics press release, the legendary company is doing two separate distribution deals with comiXology (iPad/iPhone/iPod) and PlayStation Network (Sony PSP) with pricing on both platforms from $.99 - $2.99 per issue. Some will be available digitally the same date as the print edition.

To quote DC Comics co-publisher Jim Lee:

At DC Comics, it has been a top priority that DC forges a meaningful, forward-looking digital strategy. As both a comic book creator and Co-Publisher, it was incredibly important that our plan includes not only creator incentive payments, but also an innovative component that supports comic shop owners. We see digital as an opportunity to grow our entire business.

So the digital strategy is separate but equal? There are a lot of issues here, many of which reflect the reservations comic lovers had with the digital platform in the first place.

• Stingy formatting: Why can purchased comics be viewed in the "i" formats (iPad/iPhone/iPod) and not within the PlayStation formats (PSP) or vice versa? What if the reader has his or her Sony PSP on the road, but doesn't bring the iPad? The reader is being forced to chose a format and stick with it, which turns one of the biggest potential strengths of the digital format -- the ability to read on any device -- into a huge negative.
• Paying twice, if not three times: If a new Batman comic comes out next Tuesday, a hardcore comic book fan will want the physical copy for $2.99. However, to keep it in mint condition, he or she may buy a duplicate copy to read or, with the new iPad app, buy it in the digital format for $2.99. Finally, if the reader wants to view it on the PSP video game machine, it will have to be purchased a third time for $2.99. That's now nearly $10 for a single comic book issue.
• No sharing or trading: Like baseball cards and classic books, one of the beauties of comics is the ability to share or trade with friends. Digital comics aren't there yet, but the separation of the PlayStation and the Apple platforms mark a missed opportunity to begin a limited sharing opportunity. There are plenty of blueprints, including Microsoft's (MSFT) Zune and Barnes & Noble's (BNS) nook.
• No discount for purchases: If a reader purchased the comic on the iPad or in physical form, can he or she get a discount for the PSP edition? There is already dissension on the DC Comics blog about the $2.99 digital price.

Again, what DC Comics is dealing with isn't a new phenomenon. Conde Nast, News Corp (NWSA), The New York Times Company (NYT) and dozens of publishers are coming up with innovative, challenging and, at the very least, interesting ways to reward consumers for buying digital content. There's no benefit to DC creating a three-tier dynamic aside from a temporary boost to the corporate wallet.

Photo courtesy of Thomas Duchnicki
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