The fate of the freckle-faced comic hero Archie Andrews has been public knowledge for months, with Riverdale's beloved redhead slated to take a bullet protecting his gay friend, Senator Kevin Keller.

Archie Comics' publisher confirmed the grim circumstances earlier this week. But it's in a Life With Archie issue released Wednesday, where the beloved character will finally meet his demise.

News of Archie's death triggered a frenzy of fan reaction and discussion over the comic's use of a childhood icon to tackle some very adult issues. It also generated a lot of free publicity for the publishers.

CBC's John Northcott says it's just the comic book industry's latest attempt to shock fans into buying.

Watch his story in the video above.