With the release of the August sales estimates for the comic-book direct sales market, we now have a full year of data following the DC relaunch to compare with the year prior to the relaunch. The Comics Chronicles does very little in the way of horse-race analysis, breaking out individual publishers’ performance — but this is a topic of certain historical interest for the field, and the new data points allow us to do some calculations that are different from the “year-to-date” ones. We can compare relaunch to pre-relaunch months individually, and together, seeing what change occurred, and which publishers contributed the most to the change. Several takeways:
Overall sales were up significantly. Direct Market orders for comic books and graphic novels from September 2010 to August 2011 (a month that admittedly included the first day of relaunch sales, with Justice League #1) were $405.65 million. From September 2011 to August 2012, that sum was $461.42 million, an increase of nearly 14%. Justice League #1 itself accounted for around $760,000 on Aug. 31, 2011, so if we shift those sales into September 2011, that takes the increase to just over 14% — with retailers ordering about $57.34 million more in printed merchandise than they did the year before. The chart at right compares the months to the year previous (and there we left Justice League with August 2011). As we can see, only in three months did the pre-relaunch months’ top those for the same month in the year following — and in all three of these months, we were comparing a four-ship-week month now to a five-ship-week month then.
All major publishers improved. By applying the individual publishers’ market shares to Comichron’s estimated overall orders for comic books and trade paperbacks in the two periods, we find that every major publisher —Marvel, DC, Image, Dark Horse, IDW, and “everything else” grouping — saw retailers order more material by dollars from September 2011 to August 2012 versus the year before. So there’s something to the “rising tide” theory — but not all ships were raised by the same amount, as we see next:
DC is responsible for two-thirds of the increase in overall sales. Including Justice League #1’s August 2011 numbers in its post totals, we find that the increase in DC’s overall orders accounts for around 67% of that $57.34 million increase. Again, every publisher finished ahead some — and some, as we’ll see, were ahead a lot — but DC’s totals contributed the most to the overall change.
You can see its relative performance versus the market in the table below….
|Industry-wide||DC||All but DC|
Comichron founder John Jackson Miller has tracked the comics industry for more than 25 years, including a decade editing the industry’s retail trade magazine; he is the author of several guides to comics, as well as more than a hundred comic books for various franchises.
He is the author of novels including Star Wars: Kenobi, Star Wars: A New Dawn, Star Trek: Discovery – The Enterprise War, and his latest release, Star Trek: Discovery – Die Standing. Read more about them at his fiction site.
Be sure to follow Comichron on Twitter and Facebook, and check out our Youtube channel. You can also support us on Patreon!