But a lot that is because DC, for about twenty years, gave up on trying to figure out a way to bring kids into the books and starting trying to write for the fanboy/collector audience.
And even if your point is 100% accurate, the real question is: Is Superman a character that should marketed to adults or should DC just find ways to market him, in whatever media, to kids and young adults?
It seems to me that Superman should be something a "gateway" character: the bright colors, the kind of silly secret ID, the wish fulfillment powers, etc., all are very kid oriented. Rather than try and ignore that, DC should just embrace it. Let Superman be written for younger kids and, for example, the more intense Batman be marketed slightly older.
Even granting the truth of all that, it doesn't make it any less elitist and ignorant to say something like "Well, it's just a kids' story, so how sophisticated can you expect it to be?" as Dennis did. If he thinks kids' stories can't be sophisticated, he hasn't been reading or watching the right kids' stories. And personally I'm always dismayed by the attitude that things created for children should be assumed to be inferior in quality. No decent human being would apply that mentality to creating, say, safety equipment or medical care for children, so why should anyone think that mentality should be applied to stories for children? Don't we owe it to our children to give them the very best we can offer? So to use "kids' story" as a dismissive insult is just... ugh.
I agree with this point.
When I say I think Superman should be marketed primarily at kids I mean, with quality stories, art and/or animation.
In fact, is part of why I groused a bit about the Johnny DC line. Way too many books in that line come off as throw away knock-offs of the animated series and, IMO, aren't likely to bring in kids any more than an overly agnsty JMS style book would.
(Though, it should be noted, that a couple of the kids books, including Ty Templeton's Batman stuff and Jeff Smith's Shazam, were actually better written than their mainstream counterparts).
Basically, if you ask me, given the commercial and critica success of "the Incredibles" (and, to a lesser extent, Megamind) DC/WB is insane not to be backing a money truck up to a guy like Brad Bird (the Iron Giant, the Incredibles) and begging him to do a Pixar-style Superman cartoon.