According to then-DC publisher Jenette Kahn, comics’ price-per-page value had been declining since the “Golden Age.” When superhero comics debuted in the late 1930s, they featured 64 pages of art for 10¢. As the decades passed, comparable publications liked Time and Life raised their prices, while comics stayed at 10 cents and reduced their page-count. Finally in 1962, National Periodical Publications/DC raised its price to 12¢, a 20% increase. (Comparable magazines, in contrast, were by then 3.5-to-5 times their original price.) By 1977, even though the typical price of a comic book was 35¢, it still lagged far behind its magazine competition, thus decreasing its appeal for newsvendors (which at that point — before the generalized 1980s shift to direct market distribution — was still the dominant retailing location for comics). Thus, the idea for Dollar Comics was born.