Archie's death in new comic not a sales gimmick, says comic book publisher

The publisher of Archie Comics has said that Archie Andrews' heroic death in the 36th issue of 'Life With Archie' comic series isn't a sales gimmick.

Jon Goldwater, whose father started the company, said that he grew up with Archie and he never thought he'd see this coming, so it's probably the most important moment in the history of this company, CBS News reported.

He said that gun violence is too prevalent in America and people should do everything they can to prevent it, and that Riverdale should be a safe and secure metaphor for every city in the United States.

Goldwater added that the older Archie will not magically be reborn as he isn't a superhero,he's a human being and bullets don't bounce off his chest.

It will be a sad moment for all the fans, as the iconic redheaded hero from Riverdale will take a bullet aimed by a stalker at a gay friend, before dying.