The ink is barely dry on the announcement that Marvel will be putting comics back into 7-11 stores, and already it looks like they're going to shoot themselves in the foot and blow their chance at success.
As reported in a Knight Ridder/Tribune Information Services article (link via Thought Balloons), the Marvel comics that will be available in 7-11s across the country are their Marvel Flip Books.
What are the Marvel Flip Books? They're 64-page comics reprinting relatively recent issues of Marvel comics, for $3.99. They're in the latest Marvel Previews (or see the Marvel June solicitations on Newsarama):
Ultimate Marvel #1 reprints Ultimate Fantastic Four #1 & Ultimate X-Men #1.
Marvel Heroes #1 reprints New Avengers #1 & Captain America #1
Ultimate Tales reprints Ultimate Spider-Man #1
Marvel Tales #1 reprints Amazing Spider-Man #34 & Amazing Fantasy #1
Marvel Adventures #1 reprints Marvel Adventures Spider-Man #1 & Marvel Adventures Fantastic Four #1
Marvel Select #1 reprints Astonishing X-Men #1 & New X-Men: Academy X #1
The problem? Except for Marvel Adventures, these are all comics that reprint the first chapter of story arcs that were constructed for the trade edition. So when Marvel Heroes #3 shows up at the 7-11, it'll presumably contain reprints of the third issues of New Avengers & Captain America, middle chapters of six-part stories. While dedicated comic shop customers may be willing to put up with following long decompressed story arcs, I can't see them appealing to kids wandering into the 7-11. Why are they not focusing exclusively on the Marvel Adventures titles, which are inteneded for kids & newsstand audiences?