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MAYO REPORT: Top Comics Sales Slip As 2017 Ends, Despite Marvel Legacy

by  in CBR Exclusives Comment
MAYO REPORT: Top Comics Sales Slip As 2017 Ends, Despite Marvel Legacy

December 2017 had 5,726,608 units in the top 300 comics list, an decrease of 811,854 units from last month. This is the lowest the total units for top 300 comics sales has been since the May 2011.

RELATED: Despite Strong DC Sales, Direct Market Plummets in December

The top 300 comics averaged 5,525,358 units from July 2010 to June 2011 with a record low in January 2011 of 4,402,738 units. Things changes drastically over the course of 2011 with DC rebooting their super-hero line of comics with DC Rebirth which were offered with day-and-date release of digital versions of those comics. Before long, day-and-date release of digital versions of comic became the norm. The top 300 comics has averaged 6,644,448 units over 2017 which closely matches the average of 6,645,570 units for the top 300 comics since February 2003 when Diamond first started releasing data based on invoices instead of preorders. Both averages are far below the record sales of 9,355,046 units in August 2016.

DC Comics placed 2,409,408 units in the top 300 comics and was down 515,069 units in the top 300 compared to last month and accounted for 42.07% of the total units for the top 300 comics. Marvel Comics placed 2,306,370 units in the top 300 comics and was down 141,613 units in the top 300 compared to last month and accounted for 40.27% of the total units for the top 300 comics. Image Comics placed 334,588 units in the top 300 comics and was down 138,926 units in the top 300 compared to last month and accounted for 5.84% of the total units for the top 300 comics. The premiere publishers accounted for 92.71% of the units in the top 300 comics this month while all of the other publishers with items in the top 300 accounted for 7.29% of the units.

The up-swing of 1,332,857 units from new and increased sales wasn’t enough to compensate for the down-swing of 2,144,711 units from lost sales.

The continuing titles which gained sales category added 156,664 units compared to last month. The total for this category is a little misleading because of how different price versions of the same comic get reported. Last month Doomsday Clock #1 had issues at two different price points because of the lenticular cover variant. Since the lenticular gimmick was only used on the first issue, I put those sales into the annuals/specials category since the sales of the lenticuilar cover couldn’t continue from month to month. As a result, this month Doomsday Clock has what looks like an increase in sales in this category of 39,191 units and a decrease of 119,231 units in the annuals/specials category. The net change in sales for the title is a drop of 80,040 units which does not include the 22,603 units of reorder activity this month.

The same thing is happening with Action Comics with the title selling slightly better than it was prior to “The Oz Effect” storyline. This chart shows the aggregation of sales including the lenticular covers and clearly illustrates how the total sales for the “The Oz Effect” storyline were well above average for the title:

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