Marvel’s 10% Free Overship Really Increased January 2017 Marketshare – But It’s Not The Whole Story

Posted by February 17, 2017 Comment

The Diamond stats for January 2017 are out, covering the direct market in North America…

In November, Marvel Comics was top publisher with a 38.08% dollar share and a 39.46% unit share. In December, Marvel slipped on the amount of dollars, though increased unit share with a 36.73% dollar share and a 40.50% unit share, as a direct result of specific sending out of extra copies of comics, for free, to bulk up a retailers order and get counted on the unit share chart – but not the dollar share chart. And in January, they sent out an extra 10% of all their superhero comics, and discounted retailers who ordered big on certain specific titles. Which saw Marvel get a massive 42.62% unit share for January 2017 and a lift of dollar share up to 37.09%, despite their standard comics costing $3.99 to DC Comics’ $2.99.

In comparison, DC Entertainment had a 28.93% dollar share and a 31.33% unit share, compared to December’s 26.17% dollar share and a 31.30% unit share. Basically making more money from the same sales. But their DC Rebirth returnability having mostly left the system at least lets you know their sales to stores are based on actual orders – and their standard comic is only $2.99. For now.

It is also worth noting that Marvel published many more titles than DC in January.

However the reason USAvengers #1 topped the Top Ten is less likely to be the 10% overship, or the generous discount for high orders, rather it would have been the the fifty-odd state state-specific variant covers that helped launch the title. And seem to have worked!

There should also be celebration for The Walking Dead, ramping up sales without discounts, returnability or promotions. Just by being the Walking Dead. Shame their 25 cent quarter-of-a-million order issue from February won’t be counted by Diamond’s stats..

 

TOP COMIC BOOK PUBLISHERS

RETAIL MARKET SHARE
PUBLISHERSHARE
MARVEL COMICS37.09%
DC ENTERTAINMENT28.93%
IMAGE COMICS9.82%
IDW PUBLISHING5.25%
DARK HORSE COMICS4.04%
BOOM! STUDIOS2.09%
DYNAMITE ENTERTAINMENT1.65%
TITAN COMICS1.24%
VIZ MEDIA1.15%
VALIANT ENTERTAINMENT LLC0.82%
OTHER NON-TOP 107.92%
UNIT MARKET SHARE
PUBLISHERSHARE
MARVEL COMICS42.62%
DC ENTERTAINMENT31.33%
IMAGE COMICS9.36%
IDW PUBLISHING3.45%
DARK HORSE COMICS2.91%
BOOM! STUDIOS1.91%
DYNAMITE ENTERTAINMENT1.47%
TITAN COMICS1.10%
VALIANT ENTERTAINMENT LLC0.81%
ARCHIE COMIC PUBLICATIONS0.47%
OTHER NON-TOP 104.57%

COMPARATIVE SALES STATISTICS

 DOLLARSUNITS
JANUARY 2017 VS. DECEMBER 2016
COMICS-7.50%-7.84%
GRAPHIC NOVELS-18.85%-28.03%
TOTAL COMICS/GN-11.00%-9.49%
TOYS-38.37%-39.98%
JANUARY 2017 VS. JANUARY 2016
COMICS0.36%7.21%
GRAPHIC NOVELS-11.88%-8.61%
TOTAL COMICS/GN-3.41%6.01%
TOYS-15.43%-2.28%

NEW TITLES SHIPPED

PUBLISHERCOMICS SHIPPEDGRAPHIC NOVELS SHIPPEDMAGAZINES SHIPPEDTOTAL SHIPPED
MARVEL COMICS97330130
DC ENTERTAINMENT86260112
IMAGE COMICS4416060
IDW PUBLISHING4117058
DARK HORSE COMICS2716043
BOOM ENTERTAINMENT267033
TITAN COMICS240428
DYNAMITE ENTERTAINMENT166022
VIZ MEDIA021021
VALIANT ENTERTAINMENT LLC93012
OTHER879627210

TOP 10 COMIC BOOKS

RANKDESCRIPTIONPRICEITEM CODEVENDOR
1U.S.AVENGERS #1$3.99OCT160723-MMAR
2BATMAN #14$2.99NOV160208-MDC
3BATMAN #15$2.99NOV160210-MDC
4JUSTICE LEAGUE/POWER RANGERS #1$3.99NOV160283-MDC
5THE WALKING DEAD #162 (MR)$2.99NOV160652-MIMA
6ALL-STAR BATMAN #6$4.99NOV160195-MDC
7JUSTICE LEAGUE VS. SUICIDE SQUAD #3$3.99NOV160163-MDC
8MONSTERS UNLEASHED #1$4.99NOV160745-MMAR
9AMAZING SPIDER-MAN #23$3.99NOV160827-MMAR
10JUSTICE LEAGUE #12$2.99NOV160179-MDC

TOP 10 GRAPHIC NOVELS & TRADE PAPERBACKS

RANKDESCRIPTIONPRICEITEM CODEVENDOR
1BATMAN VOLUME 1: I AM GOTHAM TP$16.99OCT160291-MDC
2KILL OR BE KILLED VOLUME 1 TP (MR)$9.99NOV160670-MIMA
3THE FLASH VOL. 1: LIGHTNING STRIKES TWICE TP$17.99OCT160292DC
4SUPERMAN VOL. 1: SON OF SUPERMAN TP$16.99OCT160297DC
5SAGA VOLUME 1 TP (MR)$9.99AUG120491IMA
6JUSTICE LEAGUE VOL. 1: THE EXTINCTION MACHINE TP$16.99OCT160295DC
7PAPER GIRLS VOLUME 1 TP$9.99JAN160645IMA
8STAR WARS: HAN SOLO TP$16.99SEP161136MAR
9GREEN ARROW VOL. 1: THE LIFE & DEATH OF OLIVER QUEEN TP$16.99OCT160293DC
10THE BLACK MONDAY MURDERS VOLUME 1: ALL HAIL GOD MAMMON TP (MR)$19.99NOV160656-MIMA

TOP 10 BOOKS

RANKDESCRIPTIONPRICEITEM CODEVENDOR
1DC SUPER HERO GIRLS: BATGIRL AT SUPER HERO HIGH HC$13.99OCT162171RAN
2STAR WARS: I AM A STORMTROOPER LITTLE GOLDEN BOOK$4.99OCT162204RAN
3DOCTOR STRANGE LITTLE GOLDEN BOOK$4.99OCT162172RAN
4GUARDIANS OF THE GALAXY: ROCKET TO RESCUE LITTLE GOLDEN BOOK$4.99OCT162173RAN
5DC SUPER FRIENDS: WONDER WOMAN LITTLE GOLDEN BOOK$9.99OCT162170RAN
6THE SHADOW DOUBLE NOVEL VOLUME 113 SC$14.95OCT162199SAN
7DC SUPER FRIENDS: COLD CAPER SC$4.99OCT162168RAN
89 MARVEL SUPER HERO TALES LITTLE GOLDEN BOOK HC$12.99OCT162174RAN
9I AM JIM HENSON HC$14.99NOV162128PUT
10SECRET HERO SOCIETY VOLUME 2: FORT SOLITUDE HC$12.99OCT162175SCH

TOP 10 TOYS

RANKDESCRIPTIONITEM CODEVENDOR
1MARVEL SELECT: DOCTOR STRANGE MOVIE ACTION FIGUREJUN162396DST
2MARVEL UNIVERSE: THANOS FINE ART STATUEJUN162696KOT
3AMAZING SPIDER-MAN SPIDER-MAN ARTFX+ STATUEJUL162983KOT
4MARVEL: DEADPOOL 1/4-SCALE ACTION FIGUREMAY168389NEC
5MARVEL GALLERY: SPIDER-MAN PVC FIGURESEP162538DST
6BATMAN V SUPERMAN: WONDER WOMAN MAF EX FIGURENOV158387MED
7MARVEL SELECT: CABLE ACTION FIGUREOCT142189DST
8POP! DC HEROES: THE DARK KNIGHT RETURNS: SUPERMAN FIGUREJUL162707FUN
9DC COMICS: WONDER GIRL BISHOUJO STATUEJUL162984KOT
10GHOSTBUSTERS SELECT ACTION FIGURES SERIES 4SEP162532DST

TOP 10 GAMES

RANKDESCRIPTIONITEM CODEVENDOR
14D CITYSCAPE: BATMAN: GOTHAM CITY PUZZLEJUN1680004D
24D CITYSCAPE: LORD OF THE RINGS: MIDDLE-EARTH PUZZLEJUN1680034D
3MAGIC THE GATHERING TCG: AETHER REVOLT BOOSTER PACKSNOV162988WIZ
44D CITYSCAPE: GAME OF THRONES: ESSOS PUZZLEJUN1680014D
54D CITYSCAPE: THE HOBBIT: MIDDLE-EARTH PUZZLEJUN1680024D
6TEENAGE MUTANT NINJA TURTLES: SHADOWS OF THE PAST BOARD GAMEAPR160482IDW
7TEENAGE MUTANT NINJA TURTLES HEROCLIX: SHREDDER’S RETURNSEP168871NEC
8RICK AND MORTY: TOTAL RICKALL CARD GAMEAUG168447CRY
9MACHI KORO: BRIGHT LIGHTS BIG CITY CARD GAMESEP160613IDW
10MEGA MAN BOARD GAMENOV162976JAS

 

Dollar Market Shares for January 2017

Dollar Market Share – January 2017

Unit Market Shares for January 2017

Unit Market Share – January 2017

 

(Last Updated February 17, 2017 10:53 am )

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