25% Less Spent On Comics In August 2017 Than In August 2016 As Direct Market Sales Fall Off A Cliff

Posted by September 8, 2017 Comment

Diamond has released their sales statistics for August 2017 for products sold in the North American direct market. And it makes a worrying read.

August was a five-Wednesday month. Five weeks of new product rather than four. Usually that means the dollars spent on comics and graphic novels for that month is around 20% higher than a four-week month. But August was only up 10% on July, which is not good. And from August 2016, also a five-week month? Down 25% — that’s a whole quarter less spent on comics in the direct market in a comparable timeframe.

This is a game-changing drop; sales have fallen over a cliff. Overall, year on year, that’s almost 7% down on 2016 at the same time. July’s figure was 3% down. Things are getting worse, not better. 2017 looks like it may be an annus horribilus for the comic book direct market.

So how are the deckchairs being arranged?

Marvel Comics is August’s top publisher with a 35.01% dollar share and a 39.52% unit share — that’s a drop of its dollar share by almost two points, while its unit share stays almost exactly the same. This is an indication that Marvel is engaging in heavy discounting to keep their numbers up. DC Comics’ dollar share falls below the psychologically important 30% mark, down from 31.15% to 28.18%, and their unit share has dropped from 36.89% to 31.09%.

In a reversal of recent form, Marvel takes seven of the top ten with three issues of Secret Empire, two of Generations and two of Star Wars, though DC Comics tops the chart with Metal and Batman taking the top three. for the first time, the top ten is made up of only five series, with multiple issues of each.

The Walking Dead #170 was Image Comics’ top book for August at #11. Neil Gaiman‘s American Gods: Shadows #6 was Dark Horse Comics’ top book #105. Finally, IDW Publishing’s Teenage Mutant Ninja Turtles #73 was their top book at #158.

Read the carnage…

TOP COMIC BOOK PUBLISHERS

RETAIL MARKET SHARE
PUBLISHER SHARE
MARVEL COMICS 35.01%
DC ENTERTAINMENT 28.18%
IMAGE COMICS 10.06%
IDW PUBLISHING 4.81%
DARK HORSE COMICS 3.16%
DYNAMITE ENTERTAINMENT 2.50%
BOOM! STUDIOS 2.19%
TITAN COMICS 1.48%
VIZ MEDIA 1.42%
ONI PRESS INC. 1.28%
OTHER NON-TOP 10 9.91%
UNIT MARKET SHARE
PUBLISHER SHARE
MARVEL COMICS 39.52%
DC ENTERTAINMENT 31.09%
IMAGE COMICS 9.23%
IDW PUBLISHING 3.69%
DYNAMITE ENTERTAINMENT 3.58%
DARK HORSE COMICS 2.18%
BOOM! STUDIOS 1.88%
TITAN COMICS 1.25%
ONI PRESS INC. 0.82%
VALIANT ENTERTAINMENT LLC 0.77%
OTHER NON-TOP 10 5.98%

COMPARATIVE SALES STATISTICS

  DOLLARS UNITS
AUGUST 2017 VS. JULY 2017
COMICS 9.56% 9.30%
GRAPHIC NOVELS 18.34% 20.46%
TOTAL COMICS/GN 12.16% 10.12%
TOYS 52.54% 32.90%
AUGUST 2017 VS. AUGUST 2016
COMICS -25.72% -25.91%
GRAPHIC NOVELS -6.89% -10.02%
TOTAL COMICS/GN -20.71% -24.84%
TOYS -33.47% -42.90%
YEAR-TO-DATE 2017 VS. YEAR-TO-DATE 2016
COMICS -9.94% -6.23%
GRAPHIC NOVELS -11.68% -12.77%
TOTAL COMICS/GN -10.47% -6.76%
TOYS -10.99% -16.38%

NEW TITLES SHIPPED

PUBLISHER COMICS SHIPPED GRAPHIC NOVELS SHIPPED MAGAZINES SHIPPED TOTAL SHIPPED
MARVEL COMICS 106 40 1 147
DC ENTERTAINMENT 78 29 1 108
IMAGE COMICS 62 18 0 80
IDW PUBLISHING 56 22 0 78
DARK HORSE COMICS 20 16 0 36
DYNAMITE ENTERTAINMENT 30 6 0 36
BOOM ENTERTAINMENT 25 10 0 35
TITAN COMICS 20 13 1 34
VIZ MEDIA 0 26 0 26
ONI PRESS INC. 8 7 0 15
OTHER NON-TOP 10 119 182 32 333

TOP 10 COMIC BOOKS

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 DARK NIGHTS: METAL #1 $4.99 JUN170232-M DC
2 BATMAN #28 $2.99 JUN170252-M DC
3 BATMAN #29 $2.99 JUN170254-M DC
4 SECRET EMPIRE #10 $4.99 JUN170877-M MAR
5 GENERATIONS: ALL-NEW WOLVERINE/WOLVERINE #1 $4.99 JUN170857-M MAR
6 SECRET EMPIRE #8 $4.99 JUN170865-M MAR
7 SECRET EMPIRE #9 $4.99 JUN170871-M MAR
8 GENERATIONS: THE MIGHTY THOR/UNWORTHY THOR #1 $4.99 JUN170842-M MAR
9 STAR WARS #34 $3.99 JUN171015-M MAR
10 STAR WARS #35 $3.99 JUN171018-M MAR

TOP 10 GRAPHIC NOVELS & TRADE PAPERBACKS

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 PAPER GIRLS VOLUME 3 TP $12.99 JUN170777 IMA
2 BATMAN VOLUME 3: I AM BANE TP $16.99 MAY170321 DC
3 GOD COUNTRY TP (MR) $16.99 MAY170624-M IMA
4 KILL OR BE KILLED VOLUME 2 TP (MR) $16.99 MAY170693-M IMA
5 WONDER WOMAN VOLUME 3: THE TRUTH TP $16.99 MAY170328 DC
6 X-MEN GOLD VOLUME 1: BACK TO BASICS TP $15.99 MAY170943 MAR
7 REBORN HC (MR) $24.99 FEB170703-M IMA
8 SUPERMAN VOLUME 3: MULTIPLICITY TP $16.99 MAY170327 DC
9 OLD GUARD BOOK 1: OPENING FIRE TP (MR) $16.99 JUN170687-M IMA
10 X-MEN BLUE VOLUME 1: STRANGEST TP $15.99 MAY170944 MAR

TOP 10 BOOKS

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 HELLBOY: AN ASSORTMENT OF HORRORS SC NOVEL $14.99 APR170061 DAR
2 BATMAN & ROBIN ADVENTURES: HARLEY QUINN’S CRAZY CREEPER CAPER TP $5.95 MAY172127 CAP
3 CINEGEEK HC $14.99 FEB170487 IDW
4 DC SUPER HERO GIRLS: WELCOME TO SUPER HERO HIGH $4.99 MAY172134 RAN
5 MIGHTY MORPHIN POWER RANGERS ADULT COLORING BOOK TP $16.99 JUN171326 BOO
6 DC SUPER PETS: KRYPTO ORIGIN OF SUPERMAN’S DOG $4.95 MAY172138 CAP
7 DC SUPER PETS: STREAKY ORIGIN OF SUPERGIRL’S CAT $4.95 MAY172139 CAP
8 OVERSTREET COMIC BOOK PRICE GUIDE VOLME 47 SC $29.95 APR171765-M GEM
9 BUFFY THE VAMPIRE SLAYER: BIG BADS & MONSTERS ADULT COLORING BOOK TP $14.99 MAY170055 DAR
10 DC SUPER PETS: ACE ORIGIN OF BATMAN’S DOG $4.95 MAY172136 CAP

TOP 10 TOYS

RANK DESCRIPTION ITEM CODE VENDOR
1 LEGEND OF ZELDA: BREATH OF THE WILD: LINK NENDOROID DX DEC168626 GOO
2 BATMAN BLACK & WHITE STATUE BY NORM BREYFOGLE FEB170345 DC
3 DRAGONBALL SUPER DRAGON STARS ACTION FIGURES DEC168377 BAN
4 MARVEL SELECT: LADY DEADPOOL ACTION FIGURE DEC162578 DST
5 DC COVER GIRLS: ZATANNA STATUE FEB170343 DC
6 MARVEL PREMIUM COLLECTION: THANOS STATUE DEC162576 DST
7 ONE-12 COLLECTIVE: DC COMICS: ARSENAL ACTION FIGURE AUG168742 MEZ
8 MEGA MAN X FULL ARMOR NENDOROID SEP168170 GOO
9 MARVEL NOW: CARNAGE ARTFX+ STATUE FEB172861 KOT
10 MARVEL GALLERY: LUKE CAGE NETFLIX PVC FIGURE JAN172647 DST

TOP 10 GAMES

RANK DESCRIPTION ITEM CODE VENDOR
1 MARVEL HEROCLIX: THE MIGHTY THOR BOOSTER BRICK APR173304 NEC
2 MAGIC THE GATHERING TCG: AMONKHET BOOSTER PACKS DEC168751 WIZ
3 MAGIC THE GATHERING TCG: AETHER REVOLT BUNDLE PACK NOV162989 WIZ
4 MONOPOLY: STAR WARS 40TH-ANNIVERSARY EDITION FEB178728 HAS
5 STARFINDER RPG CORE RULEBOOK HC JUN173371 PAI
6 MACHI KORO CARD GAME MAY142831 IDW
7 CHOCOBO PLAYING CARDS NOV168553 SQU
8 MARVEL HEROCLIX: THE MIGHTY THOR STARTER SET APR173305 NEC
9 MAGIC THE GATHERING TCG: COMMANDER 2017 JUN173402 WIZ
10 MAGIC THE GATHERING TCG: AMONKHET BUNDLE PACK DEC168752 WIZ

 

Dollar Market Share – August 2017
Unit Market Share – August 2017
(Last Updated September 8, 2017 10:59 am )