Friday, March 13, 2015
by John Jackson Miller
In the strangest turn yet in what has turned into the Mail-Order Grab-Bag Era of comics sales, a comic book has topped the Diamond Comic Distributors charts in February 2015 based in large degree on the sales of a mail-order variant that has not, as of this writing, been shipped to its customers.
IDW's Orphan Black #1 appeared atop the preliminary Diamond sales charts for February released today, giving the publisher its first #1 book and making IDW only the fifth publisher in the Diamond Exclusive Era to have a book top the charts. (It joins Marvel, DC, Image, and Dreamwave, which was the last new publisher to top the list in April 2002.) And while we won't know until the mail-order boxes arrive, it very much appears that the comic book may be in the Loot Crate for March, which doesn't reach subscribers' mailboxes until later this month.
The Top Ten list:
Top 10 Comics for March
|1||Orphan Black #1||$3.99||IDW|
|2||Darth Vader #1||$4.99||Marvel|
|4||Star Wars #2||$3.99||Marvel|
|6||Amazing Spider-Man #14||$3.99||Marvel|
|7||Darth Vader #2||$3.99||Marvel|
|8||Amazing Spider-Man #15||$3.99||Marvel|
|10||Justice League #39||$3.99||DC|
While IDW's unit sales share went up, its dollar share did not — and as Diamond's market shares are based on dollars received, it appears that something was ordered in very large numbers and at a much deeper discount than average. That would tend, too, to suggest that Orphan Black #1 was helped out significantly by Loot Crate:
|Publisher||Dollar Share||Unit Share|
There was a different paradoxical situation created in December, when the Loot Crate included Batman #36, but that book saw no spike on the Diamond chart because Diamond evidently wasn't the intermediary. And Star Wars #1 appeared in the February Nerd Block, but we have no way of knowing whether those copies were counted with February or already reported in January.
I tend to be skeptical that a grab-bag comic book sale is of equal "weight" with a purchase at a comic shop — while money changes hands for these boxes, no one took the affirmative step to purchase a specific comic book, and usually grab bags generate a lot of unwanted copies. (The three-packs of old always seemed to include that middle comic book no one wanted!) But the books are in circulation, and theoretically could increase the sales of later issues as introductions to the series. It's really the sheer volume of copies being ordered that's complicating the charts. Three hundred copies, no one would notice. Three hundred thousand copies makes an impact!
Diamond's position is even more complicated. It's selling the comics to the reseller Loot Crate — although it's unclear whether the same terms are in effect, if Diamond's making significantly less per copy than on its usual comics. It is also performing services for both the publishers of the books and the retail outlet buying them; it probably cannot either remove the Loot Crate sales from its list, which would under-report both Diamond and the publisher's performance — or segregate them into a separate listing, which would reveal how much Loot Crate was buying.
I think the best route would probably be if the books these firms bought were treated as special items, not included in the Top 300s but still counting toward the market shares for each publisher. Diamond did that after April 2002 (that month again!) which was the month the first Free Comic Book Day issues shipped; Diamond initially put them in the Top 300 list, where the low-cost books easily topped the charts. In years since, however, it has removed them — as well as stunt-pricing products, in the years after the mini-wave started by Batman: The Ten-Cent Adventure.
We will see for sure on Monday where Orphan Black #1 is in the scheme of things: if its dollar ranking is beneath any of the $3.99 issues also on the list, we can presume most of its sales came from Loot Crate or elsewhere. (And when the Loot Crate for March reaches subscribers, we'll know either way.)
Okay, back to February in general. Retailers (storefront and otherwise) bought more than $42 million in comics and graphic novels from Diamond in the month, just a little less than January. The market was up 14% over last February, and it's up 13% for the year:
Comparative Sales Performance
|FEBRUARY 2015 VS. JANUARY 2014|
|Total Comics & GNs||-3.56%||4.53%|
|FEBRUARY 2015 VS. FEBRUARY 2014|
|Total Comics & GNs||14.17%||19.18%|
|YEAR-TO-DATE 2015 VS. YEAR-TO-DATE 2014|
|Total Comics & GNs||13.20%||14.43%|
Superman: Earth One Vol. 3 led the top-selling graphic novels:
Top Graphic Novels and Trade Paperbacks
|1||Superman: Earth One Vol. 3 HC||$22.99||DC|
|2||Sex Criminals Vol. 2: Two Worlds One Cop||$14.99||Image|
|3||The Fade-Out Vol. 1||$9.99||Image|
|4||Saga Vol. 4||$14.99||Image|
|5||Chew Vol. 9: Chicken Tenders||$14.99||Image|
|6||Trees Vol. 1||$14.99||Image|
|7||The Walking Dead Vol. 11 HC||$34.99||Image|
|8||Ms. Marvel Vol. 1: No Normal||$15.99||Marvel|
|9||Saga Vol. 1||$9.99||Image|
And, finally, we see that there weren't a whole lot of new releases this month, which is par for February. There were 25 more new releases this February than last February. IDW was actually seventh in the new-release volume list, lower than it often is; this again underscores the amount that Orphan Black's sales added.
New release volume
|Comics shipped||Graphic Novels shipped||Magazines shipped||Total shipped|
That's it. Back here Monday for the full estimates.
John Jackson Miller has tracked the comics industry for more than 20 years, including a decade editing the industry's retail trade magazine; he is the author of several guides to comics, as well as more than a hundred comic books for various franchises. He is the author of several novels including Star Wars: Kenobi, Star Wars: A New Dawn, and the upcoming Star Trek: The Next Generation - Takedown, now available. Visit his fiction site at http://www.farawaypress.com.
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