It could just be my local Borders Books & Music, but I noticed today that the graphic novel section was moved up to the front and that it was separated into “Other Graphic Novels” and “Superheroes.” I was pretty impressed that they gave comics a fairly prominent position and recognized there was more to them than just superheroes.
(The move also involved moving the manga up to the front and since that’s been growing in popularity, that may be what it was really about.)