Old market, old game, old art.
Same market, same game, same art.
New market, new game, new art.
Firstly D&D 5E should look largely like this:
|Camile Rose Garcia|
Put it on sale in gallery stores as a gift item because it contains art by contemporary artists and illustrators - tour with the art. Variant covers.
Put it on sale in coffeshops because people can pick it up, play it as a casual activity and get hooked (and sit around and drink more coffee).
Put it on sale in teen clothing stores because that's where teens spend cash. Oh, and make it girl friendly - charisma is not a dump stat.
Relying on specialist game-stores and comic-book shops is just preaching to the converted (i.e same/same).
Oh yeah, WotC also announced limited edition AD&D reprints, nice.
*Realise that each edition has its own fanbase. D&D can be a brand not a single game. Each gaming table is it's own niche. Time to embrace the long-tale inventory (re) release the PDFs!