Antony Johnston Schools You On Reality Of Comic Book Marketplace

umbralAntony Johnston (no relation) has a new Image comic book out, Umbral. He’s also been looking at the numbers coming in. On Tumblr, he writes,

For Umbral #1, 70% of our orders came from less than 30% of Diamond accounts. That’s every store that ordered 10 or more copies.

If you move that threshold up to 20 copies, you’re then accounting for fully 50% of our orders; and that came from just 10% of Diamond accounts.

And those numbers don’t even include stores that ordered zero copies. It may surprise you to learn that some stores literally only order Marvel + DC books, nothing else.

So think on that. More than 70% of Diamond accounts didn’t even order 10 copies of a brand new Image #1.

You know what the most amazing part is? Ten years ago, that number would have been more like 80%.

Now, I haven’t seen a per-store breakdown of our orders for the latest issues, but I’d wager the split is even more pronounced now, as our numbers generally decline.*

Still a long way to go, baby.


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