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And for those who don't currently read them, what format would you see yourself reading one, and what would get you to do so?
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The only (physical) comic I've ever really been into was Spawn (Does Archie count?), and that was a long long time ago. So my view might not be exactly valid to you.
But for now, I'd say digital. If I was going to get into a comic nowadays I'd rather just read it from my ilaptopphonepad. Plus not everyone wants to collect comics because of the negative stigma that goes with it, I'm sure a lot more people who haven't previously been into comics would be a lot more likely to do so if it was digital. I personally know a lot of super-nerds who stay in the closet about it just because they're afraid of being seen as nerdy. I'm not referring to anyone on this board by the way.
However, not being a comic reader, I wouldn't really take a random stab at a comic if I had to pay for it, unless it was something like a Superbat-spider-Man. However if the first few issues of that comic were free, to get a non-comic reader more likely hooked on it, I'd definitely be more likely to check it out.
Knowhaaymeean.