Don’t call it a comeback? Marvel’s ‘seriously inflated’ top-seller
The takeaway from November’s direct-market sales estimates seemed to be that Marvel had rebounded from its thrashing the previous month by DC Comics, whose New 52 numbers appear to be settling. With 33.3 percent of dollar shares and 37.94 percent of unit sales, the House of Ideas came within two points of its competitor.
However, in its analysis ICv2.com suggests that those numbers don’t tell the whole story, and that the sales of some of Marvel’s top titles are a bit — or, in one case, “seriously” — inflated.
The retail news and analysis site reminds us that the publisher’s top-selling comic at No. 5, the $5.99 Point One, was over-shipped, with stores receiving double their initial orders as free copies. That means retailers didn’t order an estimated 113,352 copies but rather around 56,600, placing Point One at No. 29 on the Diamond Comic Distributors chart, between The Amazing Spider-Man #673 and The Avengers #19.
Skipping past The Avenging Spider-Man #1 and Wolverine and the X-Men #2, with their variant covers — four for the former alone — brings us to Fantastic Four #600, the anniversary issue whose $7.99 price tag helped Marvel to gain ground in dollar share.