I'm not sure this is desperation. The figures I have seen suggest Archie is selling better than it has for a long time. Their Sonic and Megaman lines are doing well and they've gotten a lot of good press for. Wing forward thinking on the subjects of gay marriage and interracial couples.
If anything, Archie is crawling out of the stereotype they've been stuck with since the 50s. They're expanding their lines, attracting top talent and bringing in new readers. We should be glad. For too long comics have been stuck in the superheroes boys only club mode. Stuff like this and Saga are opening up doors for our hobby to flourish again instead of being stuffed only into specialty shops.
I'm excited. Between these sort of books and Amazon buying ComiXology and all those small, creator owned comics and Webcomics out there? We have a good shot at a new golden age.