For some reason, this post from two years ago, Creator says creator-owned comics pay as little as $31.25 a page—if you’re lucky went mildly viral on FB over the last few days. It refers to THIS post by Jim Zub where he laid out the economics of an Image Comic:
Printing varies wildly, but let’s say 80 cents per issue holds true. With the remaining 30 cents per issue, the following has to be paid: • Advertising/promotion. • Publisher operation/office expenses. • Money left over for the creative team to actually get paid anything. • Profit?
On a print run of 5000 comics (and many, many creator-owned titles sell less than that in the current market), it means $1500 remains for those 4 important categories. Guess how that breaks down?
If the advertising cost was ZERO and publisher expenses were ZERO, then the writer and artist of a 20 page comic would each get $37.50 PER PAGE. Oops, no money in there for the cover art, sorry. Add in more people (inker, colorist, letterer, etc) and the amount gets split even further, but this is a BOGUS number. The publisher has expenses/staff to pay for.
While I have no doubt that the numbers are still relevant, I feel that two years later, the rise of Image Comics in general should be noted. The December sales chart shows the #300 book selling just a shade OVER 5000 copies. To pick a random book, The Wicked and the Divine #6 sold 22,159 copies or so. Of course, Gillen and McKelvie have come a long way since the single can of tuna days of Phonogram, but Image Comics are HOT. Readers check out the latest books as they would the latest Big Two titles, and a lot more are selling over the break even point than ever before. Skullkickers may have reached it’s “Standard attrition” level, but Zub’s new book, Wayward, sold 10,009 of issue #5.
I’m sure Jim Zub will be along in the comments with his own observations, and like I said, there’s still a lot of Kraft macaroni and cheese to be eaten before—IF—you get to add some pancetta to the dish, but the market has changed a LOT since that post was written, and I wanted to point that out.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.