Monday, August 06, 2007
Truly Desperate Dan
This is so, so sad.
The Dandy is no more.
It would be bad enough if they were just ditching it. But no.
They're relaunching it as a fortnightly publication called (truly) Dandy Xtreme, which will contain a pull out section snappily entitled Dandy 'Comix'.
Because, as every brainless marketing wanker the world over kleerly no's, young people aren't interested in anything spelt correctly or that makes sense in any way.
This decision was apparently made because, and I kid you not, children are no longer able to fit comic-reading into "their hectic lives". Either the good folk at DC Thomson have a finely-honed (if embittered) sense of humour about such things, or the world really is going to utter shit.
'The world's longest running comic, The Dandy, has ceased to exist in its traditional format.
The weekly title has been changed to a fortnightly magazine called Dandy Xtreme.
Dundee-based publisher DC Thomson confirmed the comic had been given a major facelift in its 70th anniversary year.
It said favourite characters such as Desperate Dan would still feature in the central pull-out, Dandy Comix.
DC Thomson said the format of the publication had been updated because of feedback from readers.
Dandy editor Craig Graham said: "Following extensive research, we discovered The Dandy readers were struggling to schedule a weekly comic into their hectic lives. They just didn't have enough time.
"They're too busy gaming, surfing the net or watching TV, movies and DVDs."
Mr Graham added: "They still enjoyed The Dandy, but if they were going to buy it themselves they expected more than just 'a comic my dad used to read'.
"They required a guide, packed with the stuff kids need to know to stay in the loop - a lifestyle magazine attuned to their hectic lives, featuring all the latest trends, must-haves, must-sees and must-dos.
"They made us promise to retain comics, but suggested we make our characters cheekier, edgier, and more extreme."
He added that the Dandy Xtreme would still qualify as the world's longest running comic because the publication had been updated, and not replaced.'