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Friday, March 01, 2013 

DC won't be using a nasty form of branding for their latest pseudo-event

They're planning something that was originally to be called "WTF Certified", but now they've abandoned that part:
Diamond also reported that DC will not be including "WTF" branding on the front or inside covers of their April shipping titles. "WTF" is DC's April New 52-wide marketing event in which every gatefold-covered title that month has been purported to "leave readers in a state of shock." The branding caused some consternation among reader and bloggers over the crude standard meaning of the acronym.

The event had an official logo, but according to Diamond's reporting it will apparently not be used.

According again to a retailer in attendance, co-publisher Dan DiDio said that the "WTF" branding would not be used "because we don't need it." The retailer tells Newsarama that DiDio went on to say that the books have attracted attention from the marketplace already, and that retailers and readers are now aware of the significance of the gatefold covers.
He can say whatever he likes, but he and his staff obviously realized that there was a chance they'd take a serious blow in the press if they used it and draw the attention of concerned parents. Considering all the nasty storytelling they've churned out since the turn of the century, it's surprising they could come to their senses about something like this.

Nevertheless, this is still a publicity stunt they have in store, and if that's what it really is, then real storytelling won't factor in.

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