Kirk asked me what I could find out about this in my files. I expect they would have been ordered by DC, who would have gone to the printer (either Ronald’s or World Color Press, at that point) and had them change out the black plate with paste-ups of the mall logos. The malls likely could not have done it themselves, nor, probably, could an outside jobber. Whoever it was had access to DC’s negatives at the printer. I have looked through all the issues in that timeframe for Amazing Heroes, Comics Buyer’s Guide, and Capital City’s Internal Correspondence – and found no mention of this promotion. However, I consider it is likely it was connected in some manner with Superman’s 50th anniversary celebration, which DC sponsored many festivities and special products (including commemorative coins) around. Most events were focused on February 29, 1988, but the celebration extended to the International Superman Exposition in Cleveland on June 16. (Adventures #443 would have hit direct market stands in late April.)
As issues to promote goes, it’s kind of a peculiar choice -- and in fact, what was supposed to be in the book changed right before its release. In this timeframe, DC was throwing all its Direct Market promo efforts into making Action Comics Weekly a success — ultimately, a futile effort. As originally scheduled, #443 would have actually been a middle chapter of a trilogy of issues, the others being Superman #20 and #21. But then John Byrne quit, and DC quickly shuffled a 30-page Jerry Ordway story into #443.
My guess – and it is only a guess – is that the books were part of some 50th anniversary year promotion, and that Adventures of Superman was selected because it was a more logical choice for the mass market than Action Comics Weekly, which wouldn’t have been just about Superman. The fact that they’re nonreturnable suggests they weren’t sold by Waldenbooks, but rather offered in some manner by mall management.
That’s all I was able to find on this during a cursory search; I’m certain someone with DC would be able to contribute more.