The story overall is that comic sales are down about 5-7% over the first quarter of 2008 than they were in 2007. Of course, Q1 2007 for comics were inflated by the end of CW, including a little comic called CAPTAIN AMERICA #25, but a slip is a slip. Some at The Beat called it the worst since 4th quarter 2004. Which only goes to prove the point that CIVIL WAR, like any successful event, was a stimulant to sales and eventually it has to ware off. The fact that the overall economy is bad won't help matters. Still, neither Marvel or DC are dependent on comic sales alone, with merch deals and whatnot. And once again, Marvel is #1 of the month. DC is baring the brunt of the sales slump out of the big two, and frankly it is almost embarassing.
The good news is that it explains why Marvel is being more "patient" with books that they might have considered canceling in 2007 in terms of sales, which is why NEW WARRIORS may survive a bit longer. I mean, this month, POWERS made the Top 100 with 19k sales.
More points and opinions:
- Only 2 books this month, as opposed to 3 in Feb., sold over 100k. Both of them Marvel (the #1 and #2 books, respectively, with NEW AVENGERS of course being one of those). THOR #7 came very close and is still sitting pretty as a Top 5 book.
- Not even ALL STAR SUPERMAN can garner 80k anymore. DC is so ****ed.
- While still selling very well, the gap between MIGHTY AVENGERS and NA is at least 50k at this point so it is easily the "B" book. Interesting, considering it usually has been more entertaining (or the lessor of two evils).
- Once again, THOR is performing very well. Selling that well after the first arc is not a fluke. The Odinson is a hit.
- While ASM no longer sells at over 90k for the first of it's 3 week schedule, it still is outselling the old 3 titles of ASM, FNSM, and SS-M combined. OMD haters will have to endure more annulment stories.
- CA is still selling over 80k and still a solid in the Top 15.
- CABLE debuted in the Top 20, which naturally is down considering his 90's popularity, but given that he's a cliche with legs and guns, that's a great debut.
- OUCH- the second issue of the Millar/Hitch FF title drops from #8 in Feb. to #22 in March. This is still terrific for the FF but many insiders felt this would be a Top 10 lock for at least the first few months, so this has to be seen as some sort of disappointment. Maybe considering the length of time finishing ULTIMATES 2, many retailers and fans are "trade waiting", which puts to rest the lie that schedules don't matter. Or, it could be that the Fantastic Four are hardly Marvel's hottest franchise right now. Still, about double the McDuffie sales.
- BKV decides to write a well paced but generic story about Wolverine, Marvel's most overused character before CW boosted Iron Man, and suddenly a Vaughan title is selling in the Top 25 at 63k. This is why popular characters get overused, and this is why your favorite B-Listers are ignored. When good stories about them are written, like DOCTOR STRANGE: OATH, the mainstream fans pass. Still, great sales for a MK book. Even if it has nothing in it that couldn't have been in a 3 issue arc of WOLVERINE, which sold slightly better.
- AVENGERS: THE INITIATIVE has shed about half of it's launch numbers and seems settled at the 54-55k mark, which is fine enough to land in the Top 30. The book is still a hit and outsells a lot of Slott's prior work.
- Considering it is a 20 year old franchise that was untouched in that time, and that it it wasn't even really Mar-Vell, CAPTAIN MARVEL #4 at 40k isn't too bad. For a mini, a modest success.
- It took a down month for UFF to get back within the Top 50. It is still the lowest selling Ultimate title.
- Hmm. THE LAST DEFENDERS #1 debuted at #55 with 33k. That's not terribly good. Even in a down month, any debut below the Top 50 isn't anything to cheer about. If this was December or even January, 33k would barely get you within the Top 70. Still, this is a mini and methinks it was never expected to sell gangbusters. Considering it stars a cast of B-Listers, only one of whom has maintained a solo title for years (She-Hulk, which sold at #92 at about 11-12k less), this isn't too horrid. But the drop for the second issue may be painful. It is a fun, if not a little manic, book.
- IMMORTAL IRON FIST holds steady at 32k, a number that it has maintained for over half a year now. There is clearly a small but dedicated audience, and I am concerned how they will react once most of the launch team leaves with issue #16. RUNAWAYS saw a boost when that happened, but that was because of Whedon (and lateness & fan apathy have caused sales to skid rapidly), and IIF's new creative team isn't anywhere near that A-List worthy.
- PUNISHER WAR JOURNAL holds steady at 31k, lock-step with the other Punisher book, which is the sign of a loyal audience for a franchise.
- MOON KNIGHT no longer sells 30k; obviously fans are fleeing in droves, and I'll be one of them when this arc wraps. Note that a year ago, this book sold at least twice this number.
- ANNIHILATION CONQUEST and NOVA sell nearly the same at 29-28k, respectively, a small but loyal audience.
- Considering the heaps of dust that the characters of THE TWELVE have, 29k isn't so bad. Still, a book by JMS & Weston was probably expected to do a little better, considering a 12 issue mini is the length that an ongoing title often gets before it is canned after a year, as most are these days.
- GHOST RIDER is at 26k and I am expecting it only looks like it is holding steady due to being a slow month. A shame it is still skidding, considering Aaron is making the book much better than how he found it. Still, the book will survive past 2 years, which is something for a GR title after the 90's boom.
- NEW WARRIORS is at 23k, which is lower than many issues of the Vaughan/Alphona RUNAWAYS, and they had a stable audience. If NW sinks any lower, it is in danger. Still, with sales no longer being inflated, Marvel is being reasonable about sales within the Top 90-100 for now and the book will see a third arc (which will be the last if the book doesn't rebound well off SI, which it won't; tie-ins NEVER, EVER, EV-ERRR, have saved a low selling book from oblivion for long). I'll enjoy it when it lasts, although THE ORDER it ain't.
- THE ORDER's almost last issue, BTW, sells 18k, less than SPAWN, and that is a shame. Still, at least Fraction jumped before he was pushed. The book would not have lasted past #12. Sniffle, I will miss it.
- SI, on the other hand, dramatically boosted MS. MARVEL, all but doubling her sales. Granted, this sort of thing never lasts; it is like blowing air into a balloon animal with a hole. It inflates it shortly, but not long.