The bold statement was made at the recent ComicsPro retailer summit in Texas. David Gabriel, Senior Vice President of Sales at Marvel said, “As a result of the Fantastic Four sales and media coverage, Marvel is going to kill a main character every quarter.” He then made sure to say, “This is not a joke.”
They recently killed off Johnny Storm which resulted in the usual media coverage, and a spike in sales for the title.
I love how blunt he is about the whole thing. Comics are truly going back to the 90's this decade. The industry crashed in the 90's after they tried to artificially create collector value by saturating comics with "shocking" events all the time, relaunching titles as #1 and overproducing them to keep up with the demand from everyone buying them hoping they'd be worth a lot of money after a bunch of years. This in turn made the comics worthless instead.