X-POSITION: Phoenix, Upstarts & More Tear Up Bowers & Sims' "X-Men '92"
DC Comics Executive Vice President of Sales, Marketing, and Business Development John Rood and Senior Vice President of Sales Bob Wayne try not to gloat too much as they discuss DC’s October sales numbers over at ICv2. (Actually, ICv2 did the gloating for them with the headline “DC Crushes Marvel.”) Thanks to strong sales of the New 52 line, DC took over 42% of the dollar share and 51% of the unit share in the direct market, pushing Marvel down to about 30% in both measures. And the pie got bigger: Single-issue sales were up 24% compared to October 2010. “We’re excited to see the reports from Diamond that we’ve won the month in dollar share and in unit share,” Rood told ICv2. “I consider that ironic as hell, since we don’t price our comics to win any dollar share battles, and we don’t pump out a lot of inventory to win any unit share battles. So the fact that this is happening accidentally just speaks to the readership of the New 52, and the support from our retailers, which we’re so appreciative of.”
In Part 2 of the interview, Rood says that he sees the sales increase coming from new and returning readers, who are in it for the long haul, as opposed to speculators buying issue #1s in the hope that they will become valuable collectors’ items.
He was a bit less forthcoming on the details of DC’s deal to put their graphic novels on Amazon’s Kindle Fire e-reader, refusing to discuss how long the exclusive agreement would last and whether DC was aware that Amazon would price Alan Moore’s Watchmen at $9.99, half the price of the print version.
As for the trade collections of the New 52, the chief difference that readers will see, Wayne said, is a more unified trade dress; the graphic novels are definitely being presented as a jumping-on point for new readers. As to quantity and schedule, he said that the graphic novel releases will be spread out a bit, compared to the fairly concentrated launch of the monthly comics. While DC is publishing fewer comics titles than last year, the number of graphic novels will remain the same because they will be reaching into the vaults to publish older material, and movie tie-ins, in graphic novel form.