Since the Big Red Cheese couldn't be published without DC's consent (and it's not clear that there would have been any other bidders, as the super hero category shrunk after the Batman craze faded), it wasn't a tough deal to negotiate. Fawcett had concentrated on its magazine business, and in the years since been sold to CBS, and was rebranded as the CBS Magazine Group. His publisher, Fawcett, had given up the comics business in the mid-50s when the whole field was shrinking, and had settled its long litigation with DC by agreeing not to publish the character any more. One of the attempt to stem the tide from publisher Carmine Infantino, Paul Levitz explains, "was to get a license for Captain Marvel, the only super hero who significantly outsold Superman at points in the Golden Age. On his blog, Paul Levitz writes about how, in the seventies, sales for Superman comics had been dropping year by year, while Marvel's sales were starting to grow. Black Adam was a Captain Marvel antagonist, published by Fawcett until a legal case by National Comics, the forerunner to DC Comics, sued them for similarity to Superman, a case which still rather baffles the mind, but that's the law for you.
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