
Diamond has released its actual sales data for comics and related products ordered by its accounts during the month of June 2003. Returning to the top of the heap,
Batman #616 took the #1 spot for books sold, with an estimated 164,956 copies, according to Newsarama estimates. Marvel ranked #1 in both dollar and unit share for the month.
Losing one of its slots this month, Marvel took eight of the top 10 slots, yielding #1 to
Batman and #9 to Dreamwave’s
Transformers: Generation One v.2 #3.
As with the previous three months’ Actual Sales statistics released by Diamond, the chart
does not just reflect preorders, but what was ordered by retailers and shipped by Diamond.
While we went into
detail in February in regards to where the numbers come from in the actual sales chart versus preorder, let’s do a quick recap – preorder charts only counted orders placed by retailers by the Initial Order Cut Off Date. The actual sales charts reflect those same comics, in addition to orders for advance reorders and back stock or overprint orders placed by retailers – all the orders must be placed prior to Diamond’s Final Order Cut Off Date, roughly 20 days before a book goes on sale.
The top 25 titles shipped (and estimated copies of each) in June were:
1) Batman #616, 164,956
2) Ultimate X-Men #34, 128,897
3) Ultimate Spider-Man #42, 116,558
4) Wolverine #2, 116,228
5) New X-Men #142, 113,935
6) Uncanny X-Men #425, 106,545
7) Uncanny X-Men #426, 104,417
8) Incredible Hulk #56, 79,756
9) Transformers Generation One Vol 2 #3, 78,222
10) Venom #2, 77,925
11) Spider-Man & Wolverine #1, 77,661
12) X-treme X-Men #27, 74,395
13) Born #1, 73,966
14) Daredevil #48, 69,677
15) JLA #82, 68,061
16) Avengers #68, 67,022
17) Fantastic Four #70, 61,760
18) Marvel Universe: The End #6, 58,196
19) Peter Parker Spider-Man #57, 56,662
20) Outsiders #1, 55,475
21) Green Arrow #27, 54,831
22) Captain America #14, 53,116
23) New Mutants #2, 53,033
24) JSA #49, 50,905
25) GI Joe #18, 47,887
(margin of error +/- 8%)
To view the full market statistics for June, click
here.
Newsarama Note: Estimated copies are just that – estimates of books shipped through Diamond to retailers. As such, the variability of the estimates is lower on publishers exclusive to Diamond.
Of most significant note, June’s Top 25 reflects a rise in
Batman copies ordered by retailers in May and a fall in
Wolverine, last month’s #1 book. By Newsarama estimates, the fall between issues #1 and #2 of
Wolverine was approximately 30%, which, while it may seem large for a book such as
Wolverine, is fairly common, and perhaps almost a small drop that is typically seen between #1 and #2 issues. Also of note, given Marvel’s ordering terms, as with all books, retailers were able to adjust their orders on
Wolverine #2 after issue #1 has been on sale in their stores.
On the whole, Marvel lost some ground in the Top 25, losing two compared to May, and holding down 18. DC held four, while Image and Dreamwave had one apiece.
Seven books were over the 100,000 mark, losing one from last month.
Other items of note in the Top 25 are three debuts,
Outsiders #1 at #20,
Born #1 at #13, and
Spider-Man/Wolverine #1 at #11. While
Spider-Man/Wolverine #1 ranking where it did could have been anticipated, given the popularity of the lead characters,
Born’s debut issue is notable, given that it was a title suggested for Mature Readers, which usually has a downward effect on rankings.
Born #1 also clocked in 15 slots ahead of the regular
The Punisher issue for June, reflecting approximately 28,000 more copies ordered by shops.
Similarly,
Outsiders #1’s ranking at #20 reflected more interest in this title than in
Titans/Young Justice: Graduation Day, whose debut issue ranked at #40 in May, with roughly 12,000 fewer copies ordered. That said, issues #1-#3 of the miniseries sold out, indicating to both DC and retailers that demand was outpacing supply on that miniseries, which in and of itself was a strong indicator that sales on
Outsiders were going to be very brisk indeed, and they were – the first issue of the series has sold out as well. Conceivably, the 12,000 copy discrepancy between
Graduation Day and
Outsiders #1 most likely played a role in DC’s decision to reprint the miniseries as a Compendium, due out later this month.
It should be noted that DC issued the press release regarding
Outsiders #1 selling out in June (the 26th), therefore, the number of copies listed (again, by Newsarama’s estimate) would approximate the book’s total print run (minus incidental copies, such as comp books), as it represents a quantity of books shipped to retailers sufficient enough to fill initial orders and deplete DC’s overprint. DC has not announced that it is going back to print on
Outsiders #1
Likewise,
Birds of Prey #56 (31,160) and
Trinity #1 (45,891) also sold out. The same argument for both of these titles could be made, that is, that the estimated number of copies shipped represents a ballpark estimate of DC’s print run, just as estimated copies of Marvel books not available for reorder, such as
Wolverine #2 (113,935) represent a ballpark estimate of Marvel’s print run for the issue.
It could be argued that by announcing that they have sold out of copies of issues while at the same time announcing that they are not going back to print, DC now exposes itself to the same criticism that has been levied against Marvel. That is, audiences for the given series are effectively, capped.
Take
Birds of Prey #56 for example. The issue was the first of the new creative team of Gail Simone and Ed Benes, and saw an estimated 31,160 copies ordered by retailers. True – some stores may very well have copies sitting on the shelves, but by selling out at the publisher level within a day of the book’s on sale date, DC is stating that demand for the book by retailers (who answer to customers) was high. With no more copies available for reorder, supply has been capped – there are no new issues to sell to potential new readers.
Now – the pressure is on the retailer. Do they order
more copies of
Birds of Prey #57 than they did of #56, figuring that demand on the series will continue to increase, or do they order the same number of copies, or fewer, figuring that demand will stay the same, or wane?
Birds of Prey was chosen because it’s an ongoing series whose issue has sold out, and therefore, ther's no dropoff between a #1 and #2 issue to consider.
As said above, it is a criticism that Marvel has faced since the beginning of its “no-overprint” policy, but the criticism can only be levied on the surface. As a standard operating procedure, DC has the option to go back to press, and for its own reasons (assumedly feeling that the demand at this point would not make a second printing of the issue cost-effective) has opted not to with these books.
Going back to a Newsarama index of sorts, the 50% drop off (that is, the distance between the 100.00 ranked book and the 50.00 ranked title, which represents a 50% fall off in copies ordered is narrower than last month’s. In May, the 50.00 rank came between the #11 and #12 books. In June, that point was between #7 and #8.
Or, by another quick and relative back of the envelope comparison, in May, the #10 book was
Venom #1 with an approximate 98,110 copies shipped. This month’s #10 book,
Venom #2 (coincidentally) saw an estimated 77,661 copies ship. Again, as mentioned with
Wolverine earlier, some drop-off between the first and second issues of any series is expected, but with Marvel’s Terms of Sale allowing retailers to adjust their orders after a #1 issue has hit stores, the fluctuation between the #1 and #2 issue (in this case, a drop-off) is more “real” in a sense.
For example, while retailers will use a rule of thumb between the first and second issues from other publishers to lower orders (#1s still sell better than #2s and all subsequent issues, generally speaking), with Marvel books, retailers can see if they have any copies of the #1 issue still sitting on their shelves, as well as customers who asked for it to be dropped form their pull list.
Some other debuting titles of note in the Top 100 include:
Kingpin #1 - debuting at #46 (46,402)
Batman/Superman/Wonder Woman: Trinity #1 - debuting at #27 (45,891)
Dark Days #1 debuting at #30 (45,000) – the highest debut for a non top 5 publisher.
Planetary/Batman debuting at #31 (44,373)
Hulk: Nightmerica #1 debuting at #36 (43,169) – roughly 36,000 fewer copies of this were ordered than the monthly
Hulk series.
Thundercats: Dogs of War #1 debuting at #42 (39,424) – the final issue of the last T-cats series,
Thundercats Return #5 was two notches below at #44. While
Return debuted in February at #26 on the chart, although, February’s estimates place it at only having an estimated 3,000 more copies ordered than
Dogs of War. This would suggest that retailers have found the
Thundercats audience, and it is relatively stable, although some attrition can be expected on
Dogs of War.
Teenage Mutant Ninja Turtles Animated #1 debuted at #50 (37,214). Looking at dueling Dreamwave franchise books, the Transformers trumped the Turtles, as both
Generation One and
Armada saw higher orders.
Lobo Unbound #1 debuted at #68 (31,259)
Eternal #1 debuted at #84 (28,339) – 26 slots under
Alias the other Marvel MAX title of the month.
Terra Obscura #1 debuted at #86 (27,267) – well outpacing its other ABC title,
Promethea at #121 with issue #26.
Robotech: Love and War #1 debuted at #93 (26,393)
Other issues of note:
The highest-ranking CrossGen title was once again
Sojourn, with issue #24 at #94 (25,667). The highest ranking Dark Horse title was
Criminal Macabre #2 at #108 (22,681).
Losers #1 debuted at #106 (22,945)
Solus #4 ranked at #122 (19,349). It’s likely that this is the lowest a book illustrated by George Perez has ever sold.
Walt Disney Comics and Stories #634 the first Gemstone issue - #217 (4,718)
Uncle Scrooge #319 the first Gemstone issue - #193 (8,215)
T3: Before the Rise #1 landed at #196 (8,132) it should be noted, however, that
T3 had extensive bookstore distribution as well.
Buzz Books:
Catwoman #20 #88 – 26,970
Spider-Girl #61 #87 – 27036 (up slightly from May) estimates)
HERO #5 #105 – 23,061
Gotham Central #8 #119 – 20,026
Who Does #2 Work For?
As mentioned above, the drop-offs between #1 and #2 issues is usually sharp, sometimes precipitous. For consideration, then:
New Mutants #2 #23 (50,905) vs.
New Mutants #1 #18 (60,414)
JSA All-Stars #2 #32 (44,159) vs.
JSA All-Stars #1 #29 (46,154)
Wolverine: Snikt #2 #34 (43,763) vs.
Wolverine: Snikt #1 #30 (44,994)
Authority v.2 #2 #37 (42,955) vs.
Authority v.2 #1 #26 (46,994)
Inhumans #2 #61 (33,173) vs.
Inhumans #1 #37 (41,131)
Domino #2 #89 (29,362) vs.
Domino #1 #68 (31,482)
Imprints and Publishers
Other Tsunami Titles:
Mystique #3 ranked at #33, shipping an estimated 43,796 copies.
Human Torch #3 ranked at #81, with 29,412
Namor #3 ranked at #62, with an estimated 32,612 copies.
Sentinel #3 landed at #89, with 26, 739 copies.
Runaways #3 ranked at #101 with 23,820
All #3 issues held fairly steady from their #2 volumes. Again, as stated last month, by and large, while Marvel seems to be supporting its Tsunami titles for now (with a publication of a
Sentinel/Runaways must have), numbers on the titles from the initiative are sliding toward what Jemas once derisively referred to as “DC numbers.” Marvel’s current cancellation volume appears to be around 20,000 copies a month, and if the titles continue to hold their heads above water, they should be safe from the axe. Something that will also help the line as a whole is the report that have been picked up by Barnes & Noble and Waldenbooks, which will allow for more copies to be sold, although the numbers of copies going to the bookstores will not be reflected in Diamond’s numbers.
Wildstorm Titles
Gen13 #10 #133 – 18,277
StormWatch: Team Achilles #12 #149 – 15,621
Sleeper #6 #176 – 10,904
21 Down #10 #188 – 9,089
Wildcats 3.0 #10 #131 – 18,657
Vertigo
Y: The Last Man #12 #78 - 30,055
Fables #14 #83 – 29,296
The Filth #11 #110 – 22,187
100 Bullets #45 #120 – 19,663
Hellblazer #185 #125 – 19,102
American Century #25 #181 – 10,326
Blood & Water #4 #141 – 16,924
Beware the Creeper #3 #152 – 15,126
Lucifer #39 #148 – 15,720
Hunter: Age of Magic #23 #163 – 13.048
Vertigo Pop!: Bangkok #2 #186 – 9,221
CrossGen
Again, while most CrossGen titles remain tightly clustered, there has been some spreading (both up and down) in recent months, as the publisher has added titles. Perhaps so with CrossGen more than any other publisher, monthly sales are a part of the measure of a company’s health. While, if measured by Marvel’s ruler (any series selling under 20,000 copies a month is axed), CrossGen would most likely close its doors, the publisher quickly turns all of its comics into trades, which are bought by a customer base which includes many who are not part of the monthly audience, thus creating a separate cash stream for the company. Translation, don’t start your knees knocking because CrossGen’s titles are selling under 15,000 copies. While, obviously it’s most likely
not the way the company would like to operate, low monthly sales are not indicative of imminent shutdown.
Sojourn #24 #94 - 25,667
Lady Death #5 #114 – 21,840
Solus #4 #122 - 19,349
Ruse #21 #164 – 12,999
Way of the Rat #14 #138 – 17,106
Silken Ghost #2 #155 – 14,500
Brath #4 #147 – 15,935
Chimera #4 #143 – 16,364
The Path #15 #177 – 10,656
Scion #36 #151 – 15,522
Negation #18 #158 – 13,708
Mystic #37 #159 – 13,427
Sigil #37 #162 – 13,048
Crux #27 #160 – 13,262
Mark of Charon #4 #165 – 12,982
Route 666 #13 #166 – 12,900
The First #32 #168 – 12,751
Meridian #37 #167 – 12,850
Crossovers #6 #179 – 10,409
RA Salvatore DemonWars: Eye for an Eye #2 #184 – 9,831
20K Club
The 20,000 cutoff point for June appears to be around ranking #152 and #153, with
Gotham Central #8 coming in at #152 with an estimated 20,026 copies ordered and
100 Bullets #45 landing at #153 with an estimated 19,663 copies ordered. Many titles are clustered in the 15-20,000 range, including
Superman: Metropolis, Black Panther, Harley Quinn, Empire and
Sam & Twitch.
Traditionally, the 20,000 mark is the cutoff for Marvel cancellation, however, the only titles from the publisher in that bracket are the already cancelled
Black Panther, Soldier X, Thunderbolts and
The Call.
Startling Stories: Night Falls on Yancy Street #1 also falls in that range.
It should be noted that while titles selling under 20,000 copies a month (not counting reorders after the order is placed) usually bear the mark of death at Marvel and DC, due to corporate structuring, some titles from other Top 5 publishers can continue and even modestly thrive. Likewise, such numbers are
de rigueur for Image titles and other small press books.
The first reorder comes in at #199 -
Batman #615 with an approximate 7,967 copies reordered, placing its reorder ahead of first run titles, such as
Clockmaker, and just under
Rex Mundi and
Kore.
Again, the highest ranked “kid’s comic” was
The Power Puff Girls at #189, with an estimated 8,710 copies.
The Under 10K Club
The 10,000 copy cutoff point appears to come roughly between ranking #182 (
Masters of the Universe Vol.2 holofoil cover) and #183 (
Vampirella #21. Some titles selling less than 10,000 copies include:
Soul of a Samurai, Queen and Country, Clockmaker, Mythstalkers and
Heirs of Eternity and virtually all comic published by Archie.
Of course, whether or not any given comic is profitable at that level of orders depends upon the publisher and talent. While many self-published and small press books can pull off selling less than 10,000 copies, it gets admittedly trickier with larger publishers.
For example, take a $2.95 cover price comics with an estimated 9,000 copies ordered. Retail, that comes to $26,550.00. However, retailers, on average, pay about 55% of the cover price (some more, some less, depending upon the retailer and the publisher) for their comics from Diamond, reflecting an average 45% discount off of cover price. That said, Diamond collects roughly, $14,602.50. Diamond gets all of that money from the retail accounts, and then cuts the publisher a check for a percentage of that. Percentages (that is, discounts that the publisher sells their product to Diamond for) vary, but 60% off cover is a decent ballpark. For example, a publisher would sell a $10.00 book to Diamond for $4.00.
Again, very, very generally, but using 60% as our discount for the above publisher, Diamond owes the publisher $10,620 for all the issues it sold. Diamond cuts the publisher a check for that amount, and keeps the remainder, $3982.50. Back on the publisher’s side, they now have $10,620 for that issue, to pay the creators (writer, penciller, inker, colorist, letterer, cover artist, and any set-up charges), staff (editor), and overhead (lights air, coffee, office staff, office equipment, and foot massages). Using some general industry guidelines, the writer can get around 30% of that, and the penciller another 25-30%, so from the very beginning, the publisher can be down to $4248 for the rest of the team, the staff, and overhead.
Again, this was all very general numbers, as discounts vary from retailer to retailer and publisher to publisher.
Again, it should be noted that many of the publishers in the lower end of the Top 300 are
not exclusive to Diamond, and have other avenues to distribute their books.
5K and Below
While, as stated above, many publishers can apparently make less than 10,000 monthly copies work, under 5,000 copies is where flags start going up, pipes burst, rivets pop, the engine room starts to flood, and the whole shebang is in danger of going down under the waves for many publishers, as the costs of publishing a book with such low numbers are barely being met, unless said publisher is able to drastically keep production prices low. By Newsarama estimates, the 5,000 level appears to be just between #216 and #217 on the chart, that is,
Cannon God Exaxxion and
Walt Disney’s Comics and Stories.
Titles seeing less that 5,000 monthly copies ordered in May include:
Love Fights, Warren Ellis Scars, Deathmask, Metallix and
Popbot.
Also – looking at the numbers of books under the 5,000 copy mark, many reorders come into play, including a handful of Marvel reorders, which appear to be moving 2,300 to 1,500 copies. Looking at the reorders of books that shipped in recent months (just reorders and not items on Diamond’s STAR System), the activity is dominated by Marvel and DC, with only minor reorders from any other publisher in the Top 5. However, just because they are not listed doe not mean no other company is shipping reorders. Their absence on the Top 300 list means that reorder activity for any given title available for reorder is under roughly 1,287 copies.
The #300 book this moth had an approximate 1,287 copies ordered. The #300 book in May had an estimated 1,023 copies ordered. The #300 book in April had an estimated 1,628 copies ordered.
The Trade Game
As with issue #6 of the current series, it is possible that retailers were ordering heavy on
League of Extraordinary Gentlemen in anticipation of the movie as well, as the trade of the first series was the #1 trade ordered by Diamond retail accounts for May, with approximately 11,191 copies of the $14.95 book shipped.
The Top 25 trades for June (and estimated copies shipped) were:
1) Ultimate Spider-Man Vol. 6 7,918
2) Across the Universe: DC Stories of Alan Moore 5,592
3) Alan Moore’s Another Suburban Romance 5,229
4) Amazing Spider-Man Vol. 4 Life & Death of Spiders 4,883
5) Love Hina Vol.11 4,635
6) Chobits v.6 4,272
7) Intron Depot v. 3 4,107
8) League of Extraordinary Gentlemen Book One 4,008
9) New Teen Titans Terror of Trigon 3,810
10) Stra Wars: A Long Time Ago v.6 3,514
11) League of Extraordinary Gentlemen Absolute Edition 3,514
12) Exiles v.4 3,415
13) Spider-Man Legends v.2 Todd McFarlane 3,415
14) Alias v.4 3,332
15) Superman: President Lex 3,184
16) Undercover Genie 3,151
17) Cowboy Bebop: Shooting Stars v.2 3,035
18) Rawhide Kid 3,019
19) Green Lantern: Brother’s Keeper 2,903
20) Proposition Player 2,771
21) Thundercats: Reclaiming Thundera 2,771
22) GTO v.12 2,722
23) Green Lantern: The Road Back 2,672
24) Astro Boy v.16 2,656
25) Superman Archives v.6 2,606
Market Share
As with May, June’s Market share is led by Marvel in both dollars and units, leading DC by 10 nearly percentage points in each category.
The Top 5 in terms of dollar share percentage:
1) Marvel – 31.51 (down from May)
2) DC – 30.56 (up from May)
3) Image – 6.44 (down from May)
4) Dark Horse – 5.34 (up from May)
5) CrossGen – 4.03 (down from May)
The Top 5 in terms of unit share percentage:
1) Marvel – 41.46 (down from May)
2) DC – 31.91 (up from May)
3) Image – 6.37 (down from May)
4) CrossGen – 4.20 (down from May)
5) Dark Horse – 3.45 (down from May)