Perhaps I misunderstood, but it seemed to me DiDio contradicted himself in one answer. He was asked about prices and first said (not verbatim):
1. The price doesn't matter, because if you are a fan you are going to buy it regardless
But then:
2. If they raise the price, fewer will be sold. If they lower the price, more will be sold. So it comes out the same either way. That said, they would rather have more rather than fewer readers.
I dunno - maybe he is saying the expanding and shrinking of the sales refers only to casual fans? That the core readership will be there either way, and the less committed readership is sensitive to price changes?
Maybe he said that and I missed it. The man has a lot to say
.
He says here that he believes content, not form, matters to the readership. Maybe true, maybe wishful thinking - the debate rages and the future will tell. But he wasn't faced with making the tough choices for April, and wasn't directly asked what he'd have done right now. Nor would he have answered.