DC one of America's Hottest Brands

Advertising Age has recognised DC comics as one of America's hottest brands. With the DC New 52 Initiative, their movie franchises and all the merchandise that goes with them, DC have cemented their place in current popular culture. Brian Steinberg reports "DC began parceling out news of its characters to as many niche and mainstream publications as showed interest. It also tapped into a technique that comic-book publishers rarely embrace -- actual paid video commercials.