Sales Charts

In May, DC reminded us that the old sales-boosting tricks still work. In June, we're reminded how short-lived those sales increases are. Coming out of the "Night of the Owls" crossover, the Batman line basically dropped right back to its previous levels, and the same applies to other titles participating in other crossovers in May; second, DC cut many of its variant-cover editions in June, with predictable results; third, the six replacement "New 52" titles all show second-issue drops between 20% and 44% in June; finally, a range of "New 52" titles display bigger-than-usual drops for no readily available reason in June, so it seems retailers weren't done yet trying to catch up with actual demand, after all. As a result of all this, DC's numbers were actually slightly down in June, despite the Before Watchmen launch and despite the fact that DC published two more DC Universe (and one more Vertigo) titles than they did in May. The DC Universe imprint's estimated average comic-book unit sales dropped from 39,179 units in May to 37,599, total unit sales from 2.69 million to 2.67 million, and total dollar sales from $9.05 million to $8.98 million. On the up side, though, the numbers are still golden overall, thanks, of course, to the four juggernaut debut issues of the Before Watchmen line, all of which made the Top 10 and cleared between 110,000 and 120,000 units each. Consequently, average DC Universe unit sales were still the 25th highest ever since March 2003, total DC Universe unit sales the 8th highest, and total DC Universe dollar sales the 6th highest. While it seems unlikely that DC will be able to sustain these types of sales levels through the rest of the year, it's well worth mentioning: They're doing very well right now.

The Walking Dead #100 led the charts in July, even as DC just barely edged out Marvel in both dollars and units—a sign that Marvel NOW can't come soon enough perhaps. BATMAN: EARTH ONE led the graphic novel charts, topping a strong month for DC. Sales were generally flat from June, although remain much higher year to year. Comics were down a tad while GNs declined in dollars but gained in units.

by Paul O'Brien

The AVENGERS VS X-MEN crossover continued to dominate Marvel's schedule in June, but the month also saw another high profile release - the SPIDER-MEN miniseries, in which the original Spider-Man meets the new Ultimate Universe version of the character. The Icon imprint also launches a HIT-GIRL miniseries. And other than that, it's a pretty quiet month for new releases, as often tends to be the case in the height of major crossovers. Despite the sales boost from the summer crossover, it was a very close month in terms of market share in the North American direct market, with DC leading Marvel in unit terms by 38.2% to 37.8%, but Marvel leading in retail share by 33.8% to 33.0%. Effectively a tie, then. DC's performance can be attributed in large part to all four BEFORE WATCHMEN titles landing in the top 10 with estimated sales of over 100K each.

By Paul Mellerick--

Walking Dead shoots up in sales with two issues this month, while X_O Manowar marks the return of Valiant with the second best-selling indie book this month. Saga, Buffy and Fatale follow shortly behind, with a nice handful of strong new launches from all of the major players as the indie books continue to make their mark in the upper part of the chart.

With "New 52" numbers settled down (see here for a long-term breakdown), May marked a return to a variety of old-fashioned direct-market sales boosters: six of the loowest-selling "New 52" titles were replaced with new launches Earth-2, Worlds' Finest, Dial H, G.I. Combat, The Ravagers and Batman, Incorporated; new creative teams (meaning Rob Liefeld, mostly) were instated on Hawkman, Deathstroke and Grifter, three of the lower-selling "New 52" books that haven't been cancelled; Annuals for Batman, Animal Man and Teen Titans, three of the more popular "New 52" series; and, finally, four separate crossovers involving 21 titles, notably the "Court of Owls" storyline running through most of the Batman line. And those tricks still work quite well, as it turns out: For the DC Universe imprint, average comic-book sales, total unit sales and total dollar sales soared back towards their highest respective levels since November 2011, which is pretty good. With Before Watchmen around the corner and September's issue-#0 stunt and the next round of "New 52" replacements coming up, it seems safe to say that the publisher will be able to build on the ground recovered thanks to the "New 52" relaunch through the second half of 2012.

As predicted, THE WALKING DEAD #100 has smashed records, with 383,612 in initial orders. Published with 13 variant covers, this issue of the popular comic is the best selling comic since 1997's THE DARKNESS #11. Details in the PR:

The AVENGERS VS X-MEN crossover continued in May, while NEW MUTANTS and JOURNEY INTO MYSTERY had their own little private event with "Exiled". There's also the launch of the new FURY MAX title, the weekly mini HULK SMASH AVENGERS, more flogging of the undead horse with MARVEL ZOMBIES DESTROY!, and the return of Icon's TAKIO. As usual, Marvel had the largest share of the North American direct market, though by a smaller than usual margin - they led DC by 39% to 37% in unit share, and 35% to 33% in dollar terms.

Okay, granted it's kind of a smallish book not a comics periodical...but at 64 pages and $6.99, the latest issue of LEGO® NINJAGO isn't really a full-on trade paperback either. Thus its announced 425,000 copy first printing does put it in kind of a "tween" land as far as sales figures go. And yes it is a licensed product. but anyway you slice it 425K is a LOT of copies—and as the attached pr mentions, it's only up from 200K printings on earlier issues. Because, well, you know, kids love comics...and Legos.

Can you stand one more sales chart? This time it's the ABA's list of The Indie Comics & Graphic Works which is based on "on sales at hundreds of independent bookstores nationwide for the eight-week period ending May 27, 2012." YOu can see the whole list in the link but just the top five will give you an idea that this list is a bit different than the rest.

Speaking of sales charts, Dave Carter has been putting together an Amazon Top 50 snapshot every Friday, Here's a top 20 taster -- but he has the whole list. Of note: the addition of Kindle for DC graphic novels gave them a huge boost this week. (This list includes eBooks, but they are listed separately.)

Once again, I peruse the Barnes & Noble website, taking a look at what is selling. There are quite a few surprises this month, including some kids books!

John Jackson Miller has posted the May sales estimates over at Comic Chronicles and, my but May was a healthy month for comics. Miller reports several records were set in May, at least in terms of Diamond exclusivity era. (This would have been an alarmingly low sales month in 1990.)