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Marvel Sells More Comics, but DC Takes 7 of October’s Top 10

by  in Comic News Comment
Marvel Sells More Comics, but DC Takes 7 of October’s Top 10

Below you’ll find the sales estimates for comics and trade paperbacks sold in the direct market for October, 2017. The sales numbers below are estimates based on the information provided by Diamond Comics Distributors earlier this month. Sales estimates for September, 2017 can be found here.

There are a couple of things to keep in mind when reading this data. These numbers are just estimates for the sales through Diamond to direct market retailers. It does not include any sales outside of the Diamond channel such as newstands, book stores or overseas markets. Since the majority of habitual comic book readers are served through this sales channel, these numbers are a good indicator of the core sales trends at the retail level. While not all copies will sell to readers, each retailer is buying what they think they can sell so the trends at the retail level should be a close enough reflection of the sales trends at the reader level for the purposes of discussion.

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The breakdowns are for just the top comics and top trades listed below. These are not the overall market share. I only deal with numbers that I can see and kick around in my ever evolving number crunching system. Sometimes the numbers get a bit battered and bruised in the process.

The estimated total sales for the 300 comics was 7,028,651 comics which is up by 197,115 units from September and down by 1,765,191 units from October 2016. Marvel Comics had the largest percentage of the top 300 comics with 42.83% of the total units sold followed by DC Comics with 38.54%.

The top selling comic from Marvel Comics was “Mighty Thor (2017)” #700 in slot 2 with an estimated 115,662 units and for DC Comics was “Dark Nights: Metal (2017)” #3 in rank 1 with an estimated 158,698 units.

The estimated total sales for the 300 trades was 333,112 trades which is up by 9,493 units from September and down by 30,479 units from October 2016.

Topping the trades list in October was “Walking Dead Heres Negan” by Image Comics with 19,337 units.

I’ll be back later with an analysis of the numbers below.

If you’d like to listen to an in-depth discussion of the sales data, check out the Mayo Report episodes of the Comic Book Page podcast at www.ComicBookPage.com. In addition to those episodes, every Monday is a Weekly Comics Spotlight episode featuring a comic by DC, a comic by Marvel and a comic by some other publisher. I read around 200 new comics a month so we cover a wide variety of what is current being published. If you are looking for more or different comics to read, check out the latest Previews Spotlight episode which features clips from various comic book fans talking about the comics they love. With thousands of comics in Previews every month, Previews Spotlight episodes are a great way to find out about things which may have flown under your comic book radar.

DIAMOND OVERALL SHARES
Publisher Market Share
By Units
Market Share
By Dollars
MARVEL COMICS 38.63% 36.38%
DC ENTERTAINMENT 35.48% 30.58%
IMAGE COMICS 9.84% 11.46%
IDW PUBLISHING 3.31% 4.33%
DARK HORSE COMICS 1.74% 2.82%
DYNAMITE ENTERTAINMENT 1.96% 1.99%
BOOM! STUDIOS 1.81% 1.96%
ONI PRESS INC. 0.76% 1.08%
TITAN COMICS 0.85% 1.02%
ARCHIE COMIC PUBLICATIONS 0.57% 0.68%
VIZ MEDIA 0.24% 0.67%
VALIANT ENTERTAINMENT LLC 0.73% 0.65%
AFTERSHOCK COMICS 0.60% 0.57%
RANDOM HOUSE 0.14% 0.54%
ACTION LAB ENTERTAINMENT 0.39% 0.41%
FANTAGRAPHICS BOOKS 0.09% 0.36%
AVATAR PRESS INC 0.17% 0.31%
LION FORGE 0.24% 0.30%
ZENESCOPE ENTERTAINMENT INC 0.25% 0.28%
BENITEZ PRODUCTIONS 0.19% 0.25%
OTHER NON-TOP 20 2.02% 3.35%
TOP COMICS BREAKDOWN
Publisher NI RI TI Min
Price
Max
Price
Avg
Price
Total
Reported
Units
Total
Reported
Dollars
Percent of
Top Comics
By Units
Percent of
Top Comics
By Dollars
Marvel Comics 78 1 79 $3.99 $5.99 $4.07 3,010,507 $12,324,868.93 42.83% 45.31%
DC Comics 78 3 81 $2.99 $9.99 $3.61 2,709,116 $9,630,288.84 38.54% 35.40%
Image Comics 52 0 52 $2.99 $5.99 $3.99 618,267 $2,368,396.33 8.80% 8.71%
IDW Publishing 25 0 25 $3.99 $7.99 $4.35 188,480 $838,658.20 2.68% 3.08%
Dynamite Entertainment 12 0 12 $3.99 $3.99 $3.99 108,579 $433,230.21 1.54% 1.59%
Dark Horse 10 0 10 $3.99 $3.99 $3.99 84,809 $338,387.91 1.21% 1.24%
BOOM! Studios 10 0 10 $3.99 $5.99 $4.19 77,988 $323,514.12 1.11% 1.19%
Valiant Entertainment 7 0 7 $3.99 $3.99 $3.99 56,926 $227,134.74 0.81% 0.83%
Aftershock Comics 5 0 5 $3.99 $3.99 $3.99 32,212 $128,525.88 0.46% 0.47%
Oni Press 3 0 3 $3.99 $3.99 $3.99 31,012 $123,737.88 0.44% 0.45%
Archie Comics 2 1 3 $3.99 $3.99 $3.99 28,095 $112,099.05 0.40% 0.41%
Albatross Funnybooks 2 0 2 $3.99 $3.99 $3.99 12,566 $50,138.34 0.18% 0.18%
Benitez Productions 1 0 1 $3.99 $3.99 $3.99 12,508 $49,906.92 0.18% 0.18%
Action Lab Entertainment 2 0 2 $4.99 $4.99 $4.99 12,503 $62,389.97 0.18% 0.23%
Titan Comics 2 0 2 $3.99 $4.99 $4.49 10,305 $45,301.95 0.15% 0.17%
New England Comics 1 0 1 $3.99 $3.99 $3.99 8,660 $34,553.40 0.12% 0.13%
Abstract Studios 1 0 1 $3.99 $3.99 $3.99 6,234 $24,873.66 0.09% 0.09%
Lion Forge 1 0 1 $3.99 $3.99 $3.99 5,506 $21,968.94 0.08% 0.08%
UDON Entertainment 1 0 1 $3.99 $3.99 $3.99 5,390 $21,506.10 0.08% 0.08%
United Plankton Pictures 1 0 1 $3.99 $3.99 $3.99 4,585 $18,294.15 0.07% 0.07%
Zenescope Entertainment 1 0 1 $5.99 $5.99 $5.99 4,403 $26,373.97 0.06% 0.10%
Legend: NI = New Items, RI = Reorder Items, TI = Total Items
TOP TRADES BREAKDOWN
Publisher NI RI TI Min
Price
Max
Price
Avg
Price
Total
Reported
Units
Total
Reported
Dollars
Percent of
Top Trades
By Units
Percent of
Top Trades
By Dollars
DC Comics 40 43 83 $9.99 $99.99 $25.10 96,608 $2,354,815.87 30.00% 31.15%
Image Comics 22 41 63 $9.99 $49.99 $16.21 89,448 $1,580,658.52 27.78% 20.91%
Marvel Comics 39 14 53 $9.99 $125.00 $33.48 61,968 $2,197,486.63 19.24% 29.07%
Dark Horse 15 2 17 $9.99 $49.99 $23.28 20,035 $446,864.65 6.22% 5.91%
IDW Publishing 20 0 20 $9.99 $39.99 $20.04 14,826 $278,102.74 4.60% 3.68%
ONI Press 3 7 10 $10.00 $19.99 $17.79 7,146 $128,704.33 2.22% 1.70%
BOOM! Studios 5 1 6 $14.99 $16.99 $15.32 5,408 $83,473.92 1.68% 1.10%
Archie Comics 3 2 5 $14.99 $19.99 $17.79 3,270 $58,016.30 1.02% 0.77%
Titan Publishing 5 0 5 $16.99 $19.99 $17.59 2,994 $51,807.06 0.93% 0.69%
Dynamite Entertainment 6 0 6 $19.99 $39.99 $24.16 2,958 $68,985.42 0.92% 0.91%
Fantagraphics Books 4 0 4 $9.99 $29.99 $21.74 2,838 $52,214.62 0.88% 0.69%
Aftershock Comics 1 0 1 $14.99 $14.99 $14.99 1,586 $23,774.14 0.49% 0.31%
Drawn and Quarterly 2 0 2 $19.95 $19.95 $19.95 1,423 $28,388.85 0.44% 0.38%
Abrams Comicarts 3 0 3 $14.99 $29.95 $21.64 1,397 $27,997.71 0.43% 0.37%
Lion Forge 3 0 3 $14.99 $19.99 $18.32 1,128 $20,368.72 0.35% 0.27%
Tokyo Pop 2 0 2 $10.99 $10.99 $10.99 1,099 $12,078.01 0.34% 0.16%
Valiant 2 0 2 $9.99 $49.99 $29.99 1,061 $23,559.39 0.33% 0.31%
St. Martins Press 3 0 3 $12.99 $14.99 $13.66 1,037 $14,106.63 0.32% 0.19%
VIZ 0 3 3 $9.99 $12.99 $10.99 1,024 $11,186.76 0.32% 0.15%
Pocket Books 2 0 2 $10.99 $29.99 $20.49 971 $22,850.29 0.30% 0.30%
Benitez Productions 1 0 1 $28.99 $28.99 $28.99 954 $27,656.46 0.30% 0.37%
Random House 1 0 1 $18.99 $18.99 $18.99 571 $10,843.29 0.18% 0.14%
Udon Entertainment 1 0 1 $12.99 $12.99 $12.99 556 $7,222.44 0.17% 0.10%
Black Mask Comics 1 0 1 $14.99 $14.99 $14.99 500 $7,495.00 0.16% 0.10%
Action Lab Entertainment 1 0 1 $9.99 $9.99 $9.99 462 $4,615.38 0.14% 0.06%
Storm King Productions 1 0 1 $24.99 $24.99 $24.99 412 $10,295.88 0.13% 0.14%
American Mule Entertainment 1 0 1 $19.99 $19.99 $19.99 321 $6,416.79 0.10% 0.08%
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