John Jackson Miller takes a hard look at the July sales charts, starting by parsing the numbers for the month's top seller, The Walking Dead #100. Diamond Comic Distributors estimates place sales of the regular comic at 335,000 copies, plus almost 31,000 of the $9.99 Chromium Edition. That's a bit less than the 383,612 copies Image Comics announced, but as Miller notes, the Diamond numbers don't include reorders, overseas sales, newsstand sales and other channels.
Anyway, just adding those first two numbers, U.S. direct-market sales of the regular issue and the variant cover, this comic sold 366,000 copies, setting a new record for the highest orders for a comic in a single month, handily beating The Amazing Spider-Man #583 (the Barack Obama issue), the previous top seller for the 21st century, and The Darkness #11, Image's previous all-time top seller.
Miller spends a bit of time contemplating whether variant covers should be included in the one-month total. I paused to wonder how many of the variants are being bought by collectors who are picking up the standard cover as well, but in the end, a sale is a sale, regardless of why it occurs.
While all this is great news for Image, Miller makes an observation further down in the post that should give readers pause: "As reported last Friday, the market overall continued to percolate, up nearly 20% over the previous year. A gap is developing between the sales of the Top 300 graphic novels and graphic novel sales overall; the Top 300s for the last seven months are up 25% over last year, whereas everything in the category is only up 14%. That suggests a list that's been top-heavy with unit volume and/or dollars."
It would be interesting to take a closer look and see where the drop-off occurs; it may not be at 300, and if it's further up the list, that would suggest a winners-and-losers scenario that could be bad news in the long run.