While the closure of the Minx line doesn't come as any surprise (Given DC's dismal track record for developing alternate publishing imprints) it's still a great shame that the end came a mere 18 months since it's launch. Minx was created to establish a niche within the expanding market for younger female readers found in bookstores. Despite the somewhat reactionary overtones in editor Shelly Bond's statements, it made perfect sense for a prominent publisher to make an effort to pursue this very important demographic so as not to get left behind. It was a significant sign that DC was sincerely looking beyond their aging direct market audience of largely adult males.
There's been a lot of online commentary about why Minx failed. In the end, the Minx books, despite some favorable reviews, never gained much momentum, nor generated much enthusiasm with the intended audience. In hindsight DC didn't seem to have a firm enough grasp of the market, and didn't publish books that would draw in a large enough readership, to recoup their enormous marketing costs. Minx could arguably still prove to be a success if DC is willing to stick with the process of nurturing the imprint with a more modest budget while paying closer attention to the tastes of their readers. Publishing more talent with a proven track record for attracting female readers wouldn't hurt either. But they've chosen to pull the plug instead, thus ending the company's most high profile attempt to reach past the traditional comic book audience.For more on the end of Minx, check out Tom Spurgeon and Christopher Butcher.
