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Yeah, "dying medium" isn't really accurate. Ever since graphic novels became the "in" thing to read, comics have actually been doing better than they have been for awhile, though they may be gradually moving from print to digital.
Sadly, it can probably still be called a "niche medium" though. At least, ever since Seduction of the Innocent had it's impact back in the '50s.
Anyway, I don't think bringing in new readers by alienating existing readers is that good a strategy. It may attract readers but it doesn't keep them. Though, I think all the constant "events" and "reboots" do more damage in that regard (and are more annoying) than trying to match the movies. Special events aren't special when they're always going on, and there's no sense trying to follow a continuity that resets every few months.
Thankfully, these problems are limited to the Superhero genre, but they aren't doing it any favors.
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