I honestly believe that if Marvel and DC would produce inexpensive books (print them on less fancy paper) and put them on spinning racks in grocery / drug stores kids will buy them. When I was a kid in the early 80’s I would ask my mom for one every time we went into Eckerds. A big problem, I think, is that the average 10 year old kid isn’t exposed to any comics. They have to go out of their way to buy one at a comic shop. I wouldn’t have done that, or even known what a comic shop is if I hadn’t been introduced to them at the drugstore.
Of course the characters/ IP will be fine, there’s no question about that. Everybody knows who spider-man is. Disney, you own Marvel, put some effort into improving the comics side of the business. It will only help the movies/toys and other products.