It was recently reported that Justice League #1 by Jim Lee and Geoff Johns has sold over 200,000 advance orders for August, along with six or seven other DC titles selling over 100,000 each in September. And this is being reported as astounding when compared to other news that big time comic books just aren’t selling even 100,000 these days.
Except there’s a statistical disconnect here.
I’m not doubting those figures, indeed they may be the first true statistics on comic book orders we’ve received for quite some time. The Justice League total will include the Combo pack version as well (though it won’t count both the digital version and print version in the Combo pack… I did check).
But the six books selling 100,000 or more isn’t quite as spectacular as some make out. Because unlike those ICV2 estimated sales that much of the industry has obsessed over, there’s no underestimation of sales, a charge they’ve always had.
And they include UK orders, which the ICV2 numbers miss out, and which adds from ten to fifteen percent onto the sales of DC books.
On that basis, it would be easy to argue that a book that gets around 85-90,000 reported preorders from ICV2 sales in reality actually breaks that 100,000 mark every time.
Alos, while Justice League has not had any extra discount or returnability applied to it, some of the 100,000+ books have. We are after all looking at sales to retailers, based on what they guess they can sell to consumers, backed with a returnability programme or extra discount if they increase those orders. Some of those sales will be going right back to DC, unsold.
However, from the other side, the orders are not complete and DC will be receiving additional reorders every day. They are still to be listed on the Final Cut Off Order system.
So I’m not saying that the king has no clothes. These are impressive numbers for the books, and it is likely that DC will dominate more of the chart in September than usual. And may well keep it up for successive months. It’s just a little more realistic to put these figures in some kind of context.