To combat plummeting sales, Archie comics have tried to increase their cultural relevance and topicality. The new plot lines -- including an interracial crossover romance for the redheaded teen and the introduction of a gay character -- have moved the series closer to present-day realities, but the danger is that they may also alienate a key Archie audience.

For most comics, topicality hasn't been a problem. Whether the issue is the Nazi menace or Communist spies, crack cocaine or civil rights, at least a few superheroes have always been willing to jump into the cultural fray.

But Archie comics have been an exception. Originally based on the Bronx's upscale Riverdale neighborhood, Archie's gang actually lives in a mythical ur-suburbia where they rarely have to deal with anything more troublesome than Jughead's rumbling stomach or the sneaky schemes of Reggie Mantle. Although the series has evolved to absorb the trappings of various eras, Archie's world still evokes a comfortable 1950s ideal, where boys fix up jalopies and play football while girls scheme to get dates for Saturday night.

Archie's Family Values

Because of this simple, sunny perspective, Archie comics have found a niche among conservative families, whose parents can comfortably hand their kids an Archie book without fear that it will contain challenging or upsetting themes. The series has encouraged this connection: In the 1970s, publisher John H. Goldwater allowed one of his artists, Al Hartley, to produce religion-themed Archie comic books for Spire Christian Comics. The series, with titles like Archie's Clean Slate and Archie's Parables, feature the entire Archie cast addressing social ills and touting the positive power of Christianity.

For decades, Archie's strategy of holding steady to an Eisenhower-era outlook proved lucrative. In the last few years, however, the company's sales have trended sharply downward. Sales of Archie, the flagship title, dropped by 40% between 2007 and 2009, and most of the brand's other titles have tumbled by 35% to 45%.

One strategy has been to increase prices and quality. At $2.50 per issue, Archie comics have been cheaper than the average title, but they've also suffered from cheap printing. So, the brand is currently moving to $2.99 per comic, with a corresponding improvement in print quality.

Catching Up With the Times

More impressively, the brand has moved to update its world. In April, Archie had a fling with Valerie, the bassist for Josie and the Pussycats. In addition to spicing up the Archie-Veronica-Betty love triangle that has sold comics for the last 69 years, the interracial romance broke a barrier for the series, inspiring online rants and heated debate.

The series' latest move is even more bold: In an upcoming issue of Veronica, the series' first gay character, Kevin Keller, will make his debut. Blond-haired, blue-eyed, and eminently stylish, Kevin quickly catches the eye of perennial Archie crush Veronica. Hijinks ensue as Jughead convinces Kevin to keep his sexual preference under wraps while Veronica becomes increasingly desperate in her pursuit.

While Archie's recent moves are tame by the standards of contemporary society, they're radical in the context of the brand, and they're likely to alienate some conservative fans. In the short term, mainstream readers may buy Kevin issues, if only out of curiosity. It remains to be seen, however, if Archie's move out of the 1950s can yield a sales bump in the 2010s.