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The Numbers of Yesteryear
2008-07-21 17:45:07
It seems like, more and more often now that the internet has diminished the dividing line between the average fan and the behind-the-curtain business aspects of the world of comics, every reader is incredibly interested in the sales numbers. Not a day seems to go by without me receiving an e-mail of some sort from a fan, bolstering his points using the rough sales data he's collected online.

Now, first off, that sales information is rarely if ever 100% accurate, and it only accounts for the direct market and not any other revenue stream that might exist. But in a much larger global sense, I don't know how much the average fan shoudl really be worried about the overall numbers (outside of on those occasions when the sales on a beloved title slip to the point of cancellation.) But the sales numbers aren't really anything that affects the lives of the readers directly, and those of us whose lives they do affect directly have a much better idea of the overall picture, of Marvel's corporate goals and initiatives, and financial reasons for doing something we might be doing. In other words, throwing sales information (incomplete sales information at that) at us isn't likely to sway anybody on a particular course of action.

That all having been said, let's look at some hopefully-interesting information from days gone by.

Below I've dug out some sales data from July 1998, ten years ago. This was right at the tail end of the Heroes Reborn experiment, and just before Marvel Knights, so none of those titles are accounted for. As you can see, for the most part, the field is about the same--we've got more better-selling titles today, but not that many (and some of them are among the titles that were part of the afforementioned publishing initiatives.) Also, bear in mind that, yet again, this information only covers the Direct Market. Still, it's rather amazing that the top three titles were selling practically twice as well as the next books in the queve. Our midlist is in much healthier shape these days.

Title July98

Unc. X-Men 137282
X-Men 131487
Wolverine 102160
Hulk 63968
Generation X 63450
Amazing Spidey 62869
X-Force 60876
X-Factor 59615
Peter Parker 58781
X-Man 57708
Spec. Spidey 56942
Cable 55510
Sensational Spi. 54122
Excalibur 47222
Thunderbolts 46220
Deadpool 40184
Alpha Flight 39725
Quicksilver 35003
What If 33368
Spidey Unltd. 33167
Heroes For Hire 28337
Silver Surfer 28160
Daredevil 25459
Ka-Zar 25130
Maverick 22799
Conan 14807
Marvel Advent. 6496
Spidey Manga 5765


It's also a pretty telling look at just what books we were putting out a decade ago.

More later.

Tom B
Wow, is that the entire line? If so, it's utterly surreal to think there were only thirty books that month, given you put out about ninety books a month these days.

Posted by Fetsur on 2008-07-21 19:34:45
As interesting as speculation is when it comes to comparing sales numbers, one has to take that info with a grain of salt. The only ones with the whole picture is Marvel, and as awesome as it would be to have that complete picture, it would be a bad idea businesswise for Marvel to release the proper info. It could be used by rivals against them. Then there's the problem of properly interpreting the data and for that you need a business degree or alot of experience.

Doesn't stop fans from trying, or getting emotional about it. Some have sports. We are emotionally invested in Marvel's characters, after all.

Interesting stats from '98. From what I've been piecing together the comics weren't as good back then (I myself was more interested in Rap Metal than in comic books back at that time). No wonder 2008 stats look healthier, especially for the middle tier titles.

Posted by DRock1 on 2008-07-22 12:35:50
Freefalling
No matter the actual numers, it cannot be denied the average monthly sales of Amazing Spider-man have fallen for the sixth straight month. I do believe the people have spoken.

Posted by Motumbo on 2008-07-22 20:36:49
Spoken?
Spoken about what? He just said that those estimates people are referring to and boasting about as crystal clear evidence for agenda driven purposes to the people that actually RUN this business, are only that. Estimates... and they arent even accurate.

We are just people reading comics looking in. We will have no idea what the real numbers are. Unless you work for Marvel and has access to the reports.

I largely DISLIKE getting into these estimate debates (Because I see no point to them and I recognize the futility.), but also consider this; The subscriptions: Spider-man is having a damned good deal on subs. (I even convinced some of my friends to sub, instead of buying through the comic store. Gas was a considerate pull towards subscriptions for my success.) They wont be counted and you wont know about them.

International: As Canadian, my number as it were, was never a factor in direct market numbers. Or the internet estimates as people claim the evidence. I'm sure international counts for a good chunk of change. There's alot of people in Canada and UK, but they wont be counted and you wont know about them.

Aside from that, there is NO way you or I will know what is going on in reality. Marvel could be having a success internationally, or it could be a success with subs (Marvel Adventures is known for being #1 with subs, but with estimates it falls short compared to others.) or not. We wont know and staring into internet estimates isnt going to give us the real deal or insight. There are too many factors and variables to consider claiming anything.

Unless you work for Marvel and have access to said reports.

Posted by BlackToe on 2008-07-22 21:05:59
Tom, although your general points are well taken, I'm sure you understand why a large number of Spider-Man exiles are going to be continually scrutinizing any sales information we can find on the slim hope that OMD will be reversed. When you are not reading the books, sales are about all you have left to discuss.

Posted by theazor on 2008-07-23 15:51:23
Blacktoe, I'm with you on the futility thing. It just gets tiring for those of us who, y'know, actually read the books and like them and want to discuss them, to get constantly interrupted by people who aren't reading them and want to lecture us about how it's all going to be over soon (even though it isn't).

Theazor, if you're not interested in reading the books, you could try finding something else to do that's more interesting than scrutinising nonexistant sales figures?

Posted by Fetsur on 2008-07-23 20:20:53
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About this blog:
Ramblings and musings from the mind of Tom Brevoort. "It won’t be clean. It won’t be fun. It mostly won’t be coherent."

About the author:
Tom Brevoort is Executive Editor for Marvel Comics, and oversees such titles as New Avengers, Civil War, and Fantastic Four.
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