Marketshare Per Comic – A New Way Of Measuring Publisher Performance

eaglemossMarvel and Dark Horse have been pushing for this, even as DC Comics have been resisting. Diamond are now providing, alongside marketshare, a breakdown of how many titles and or what type, each publisher puts out each month.

They haven’t lined up marketshare with separate titles shipped, let alone divided the first by the second. But that’s what Bleeding Cool is for.

I’m only able to use the data released so far, I’ll update more when I can. From the new August figures;

PUBLISHER MARKET SHARES

RETAIL MARKET SHARE
PUBLISHER SHARE
MARVEL COMICS 33.70%
DC COMICS 30.16%
IMAGE COMICS 7.86%
IDW PUBLISHING 5.70%
DARK HORSE COMICS 5.47%
DYNAMITE ENTERTAINMENT 3.01%
BOOM! STUDIOS 2.05%
EAGLEMOSS PUBLICATIONS LTD 1.34%
AVATAR PRESS INC 0.95%
ZENESCOPE ENTERTAINMENT INC 0.94%
OTHER NON-TOP 10 8.83%
UNIT MARKET SHARE
PUBLISHER SHARE
MARVEL COMICS 36.30%
DC COMICS 33.14%
IMAGE COMICS 8.51%
IDW PUBLISHING 4.98%
DARK HORSE COMICS 4.80%
DYNAMITE ENTERTAINMENT 2.93%
BOOM! STUDIOS 2.07%
ZENESCOPE ENTERTAINMENT INC 1.03%
VALIANT ENTERTAINMENT LLC 0.97%
ASPEN MLT INC 0.65%
OTHER NON-TOP 10

So that’s the marketshare, divided into Units, the amount of titles sold and Retail, the amount of money generated.

But this is the new bit. How many titles in August did each publisher release?

PUBLISHER COMICS SHIPPED GRAPHIC NOVELS SHIPPED MAGAZINES SHIPPED TOTAL SHIPPED
MARVEL COMICS 67 34 0 101
DC COMICS 83 23 1 107
IMAGE COMICS 39 9 0 48
IDW PUBLISHING 35 18 0 53
DARK HORSE COMICS 29 15 0 44
DYNAMITE ENTERTAINMENT 49 4 0 53
BOOM! STUDIOS 20 2 0 22
EAGLEMOSS PUBLICATIONS LTD 0 0 6 6
AVATAR PRESS INC 7 4 0 11
ZENESCOPE ENTERTAINMENT INC 11 3 0 14
VALIANT 6 2 0 8
ASPEN 8 0 0 8

I worked out and added the Valiant and Aspen figures onto Diamond’s data. It would come in handy. Because I divided the unit and retail marketshares by the amounts of separate products, first just the comics, then the whole production line with every item. And then, because each item was 0.something%, multiplied every figure by a hundred. Just imagine a 0. before every figure and a percentage sign after it.

PUBLISHER (All points x100%) RETAIL SHARE PER COMIC RETAIL SHARE PER ITEM UNIT SHARE PER COMIC UNIT SHARE PER ITEM
MARVEL COMICS 502 334 542 359
DC COMICS 363 282 399 312
IMAGE COMICS 202 164 218 177
IDW PUBLISHING 163 108 142 93
DARK HORSE COMICS 187 124 166 109
DYNAMITE ENTERTAINMENT 61 56 60 55
BOOM! STUDIOS 103 93 103 94
EAGLEMOSS PUBLICATIONS LTD 0 223 N/A N/A
AVATAR PRESS INC 135 86 N/A N/A
ZENESCOPE ENTERTAINMENT INC 85 67 93 73
VALIANT 150 112 161 121
ASPEN 42 42 81 81

What does this mean? Well it exposes a few interesting notes. Despite IDW having a greater marketshare than Dark Horse, Dark Horse does better per item than IDW. Marvel, isn’t just topping DC in marketshare, per item it’s doing much better, especially in terms of monthly comic books.

Per item, Dynamite is doing far worse, worse than Boom, Avatar (Bleeding Cool’s publisher) even Zenescope and Aspen. Avatra is doing better per item than Boom. Valiant is doing much better per item, better than IDW, better than lots of people, and in total products it does better than Dark Horse.

And Eaglemoss, with just six magazines, is doing better per item than Image. And Image is far closer to DC and Marvel in marketshare per item than the overall figures may usually suggest.

You can see how certain people wanted this chart… and certain people might not have.

 

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