September was business as usual for DC Comics’ periodical sales, as… oh, wait.
The “New 52” project, a relaunch of its complete superhero line via 52 #1 issues, made September 2011 a record-breaking month for DC Comics — and a joyously eventful one for the people watching their sales. It’s not often that publishers attempt something on this scale, unfortunately, so it’s nice not to come up with 52 different ways of expressing that sales have mostly been going down, for a change. It’s a little bit like that myth about Eskimos and the words they have for snow.
Anyway: The average DC comic book sold an estimated 57,224 units in September, the average DC Universe comic book a whopping 67,411 units. That’s more than double what it was in August for both, as well as more than in any previous month since sole distributor Diamond started releasing information on actual sales to specialty retailers in March 2003. The month that comes closest is May 2006, when DC’s line-wide “One Year Later” initiative kicked off, with 44,554 (DC total) and 59,505 (DC Universe) units, respectively.
And, while we’re breaking records: May 2006 was also the only previous time when the total dollar value of DC’s periodical comic books exceeded 10 million, with an estimated $10,157,965. In September 2011, the amount was $10.9 million for DC total and $10.5 million for the DC Universe line, which never broke the 10-million mark on its own before. (Average cover prices were about the same, by the way: $3.05 for DC total and $3.04 for DC Universe in 2006, and vice versa in 2011.)