Diamond Announces Top Sales for July 2018

Batman #50 is #1 Comic, DC Places 5 in the Top 10
Loses to Marvel in Both $ and Units Shipped

Last month I guessed that DC’s “bait & switch” non-event in Batman #50, a comic with over 100 variant covers, would make that book #1 for July, and it did.  DC added on Doomsday Clock #6, Superman #1, Catwoman #1, and Batman #51 taking half of the Top 10, but all these top sellers did not allow them to close this gap with Marvel, who beat them by over 7% in both unit and dollar sales.

Some will argue that Marvel won, at least in part, by outshipping DC, with Marvel at 126 items to DC’s 97.  The thing is, shipping more items does not tell the whole story, since a lot of those extra items are low-sellers.  The battle between the Big Two is really fought and won at the top of the sales charts.  On the Top 500 for June (this list is not out for July yet, but June tells a similar story), we see that DC had 7 items selling below position 350 on the list, while Marvel had a whopping 37 items in positions 350-500.  And the sales at position 350 are less than 300 units!  This makes a strong case, in my mind, that Marvel outshipping DC by 30 items that sold in aggregate less than 9,000 units is not a significant factor in losing by 7% in a market consisting of more than 2 million units shipped.

Marvel vs. DC vying for the fickle attention of their fanbase has also been extracting a lot of money from the wallets of those fans.  Image’s The Walking Dead, their usual top seller and often the only indie book to break into the Top 10 only rose to position 17 in July.  IDW, the 4th ranked Publisher topped out at position #116 withThe League of Extraordinary Gentlemen: The Tempest #1.   Marvel & DC consumed 75% of the market in July, whereas they had been as low as 2/3rds of the market in recent memory.

While comics are not all about super-heroes, it’s certainly understandable why a casual observer might make that assumption if they purely look at movies/TV/toys/games and the cherry on top, comic shops themselves.  These are typically dominated by supers whose popularity is undeniable.  It’s similar to the way that the general public displays a strong preference at the box office for the blockbuster films with big stars over independent/arthouse films.   Flashy entertainment is more popular whatever the delivery mechanism.  Personally, I love to see blockbuster movies, I rarely miss one, but I also see lots of smaller indie movies.  The same way I read lots of indie comics.  and people reading this may fall on one side or the other of this.  There’s nothing wrong with liking what you like, but understanding the patterns of public behavior in consuming entertainment helps understand why the comics sales in comic shops often breaks down in terms of Marvel & DC.

DC certainly has a dedicated fan-base, but it is unclear if many of those fans are not also buying their fair share of Marvel super-hero comics.  DC keeps trying, they have hired away top Marvel talent, recruited rising indie stars, they’re doing events featuring fan favorite creators, they ship popular books more than once a month, have multiple covers to choose from on popular books, have eliminated the $2.99 price in favor of $3.99, and in October will be putting out a bunch of foil enhanced covers.  All of these follow Marvel’s “extracting dollars from the fans” playbook, but short of the biggest of splashes (e.g. line-wide relaunches like New 52 and Rebirth) they just cannot seem to topple Marvel from the top of the sales charts.

I love reading the stories, but am also fascinated by watching this drama unfold each month as I watch the sales numbers roll by!

– Bob Bretall (bob@comicspectrum.com)

Diamond’s Press Release:

(BALTIMORE, MD) — (August 10, 2018) — Batman and Catwoman face their wedding day and make decisions about their future in Tom King and Mikel Janin’s Batman #50 from DC Entertainment, the best-selling comic book of July 2018 according to information provided by Diamond Comic Distributors, the world’s largest distributor of comics, graphic novels, and pop culture merchandise.

Marvel Comics was July’s top publisher with a 39.07% dollar share and a 41.05% unit share. DC Entertainment was second for the month with a 31.62% dollar share and a 33.82% unit share. Image Comics was third with an 8.52% dollar share and an 8.87% unit share. In fourth was IDW Publishing with a 4.52% dollar share and a 3.95% unit share, followed by Dark Horse Comics with a 2.82% dollar share and a 1.91% unit share, BOOM! Studios with a 1.89% dollar share and a 1.74% unit share, and Dynamite Entertainment with a 1.74% dollar share and a 2.07% unit share.

dollar-shareunit-share

DC Entertainment had five titles in July’s top ten. In addition to Batman #50 atop the charts, Geoff Johns and Gary Frank’s Doomsday Clock #6 ranked #4; Brian Michael Bendis, Ivan Reis, and Joe Prado’s Superman #1 ranked #5; Joëlle Jones’ Catwoman #1 ranked #6; and King and Lee Weeks’ Batman #51 at #8. Marvel Comics also had five titles in the top ten: Nick Spencer and Ryan Ottley’s Amazing Spider-Man #1 ranked #2; Ta-Nehisi Coates, Leinil Francis Yu, and Gerry Alanguilan’s Captain America #1 ranked #3; Spencer and Ottley’s Amazing Spider-Man #2 ranked #7; Mariko Tamaki and Juann Cabal’s X-23 #1 ranked #9; and Donny Cates and Dylan Burnett’s Cosmic Ghost Rider #1 at #10. Among the premier publishers, Image Comics’ The Walking Dead #181 was their top book at #17, Dynamite Entertainment’s Elvira, Mistress of the Dark #1 ranked #89, BOOM! Studios’ Mighty Morphin Power Rangers #29 ranked #113, IDW Publishing’s The League of Extraordinary Gentlemen: The Tempest #1 ranked #116, and Dark Horse Comics’ Neil Gaiman’s American Gods: My Ainsel #5 ranked #147.

Tom King and Mikel Janin’s Batman Volume 5: Bride or Burglar from DC Entertainment was July’s best-selling graphic novel. Marvel Comics had seven titles in the top ten, with Jim Starlin, George Perez, and Ron Lim’s The Infinity Gauntlet as their top book at #3. VIZ Media had two titles in the top ten, led by One-Punch Man Volume 14 at #6.

Gemstone Publishing’s The Overstreet Comic Book Price Guide Volume 48 was July’s best-selling book product; the softcover edition ranked #1 for the month, and the hardcover edition ranked #2.

Based on Blizzard Entertainment’s best-selling video game Overwatch, Good Smile’s Overwatch: Genji “Classic Skin” Nendoroid Figure was July’s best-selling toy product. Diamond Select Toys had five products in the top ten, led by the Marvel Select: Thanos Action Figure at #3. DC Collectibles also had one product in the top ten, the DC Comics Bombshells: Wonder Woman Deluxe Statue at #10.

TOP COMIC BOOK PUBLISHERS

PUBLISHER DOLLAR

SHARE

UNIT

SHARE

MARVEL COMICS 39.07% 41.05%
DC ENTERTAINMENT 31.62% 33.82%
IMAGE COMICS 8.52% 8.87%
IDW PUBLISHING 4.52% 3.95%
DARK HORSE COMICS 2.82% 1.91%
BOOM! STUDIOS 1.89% 1.74%
DYNAMITE ENTERTAINMENT 1.74% 2.07%
VIZ MEDIA 1.20% 0.46%
TITAN COMICS 0.69% 0.47%
ARCHIE COMICS 0.64% 0.60%
OTHER NON-TOP 10 7.29% 5.05%

COMPARATIVE SALES STATISTICS

DOLLARS UNITS

JULY 2018 VS. JUNE 2018

COMICS 14.18% 7.84%
GRAPHIC NOVELS -13.07% -9.36%
TOTAL COMICS/GN 6.01% 6.55%
TOYS 16.78% -0.28%

JULY 2018 VS. JULY 2017

COMICS 17.37% 10.40%
GRAPHIC NOVELS -9.11% -4.96%
TOTAL COMICS/GN 9.53% 9.27%
TOYS 15.77% 4.94%

YEAR-TO-DATE 2018 VS. YEAR-TO-DATE 2017

COMICS 0.76% -7.02%
GRAPHIC NOVELS -8.26% -10.42%
TOTAL COMICS/GN -1.93% -7.28%
TOYS -8.63% -10.45%

NEW TITLES SHIPPED

PUBLISHER COMICS SHIPPED GRAPHIC NOVELS SHIPPED MAGAZINES SHIPPED TOTAL

SHIPPED

MARVEL COMICS 89 37

0

126
DC ENTERTAINMENT 63 34

0

97
IDW PUBLISHING 56 19

1

76
IMAGE COMICS 59 14

0

73
DARK HORSE COMICS 21 19

0

40
BOOM! STUDIOS 24 9

0

33
DYNAMITE ENTERTAINMENT 16 8

0

24
VIZ MEDIA 0 22

0

22
TITAN COMICS 10 3

4

17
ARCHIE COMICS 10 3

0

13
OTHER NON-TOP 10 130 153

7

290
TOTAL 478 321

12

811

TOP 10 COMIC BOOKS BY UNITS SHIPPED

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 BATMAN #50 $4.99 MAY180450-M DC
2 AMAZING SPIDER-MAN #1 $5.99 MAY180784-M MAR
3 CAPTAIN AMERICA #1 $4.99 MAY180773-M MAR
4 DOOMSDAY CLOCK #6 $4.99 MAY180471-M DC
5 SUPERMAN #1 $3.99 MAY180460-M DC
6 CATWOMAN #1 $3.99 MAY180456-M DC
7 AMAZING SPIDER-MAN #2 $3.99 MAY180793-M MAR
8 BATMAN #51 $3.99 MAY180454-M DC
9 X-23 #1 $4.99 MAY180808-M MAR
10 COSMIC GHOST RIDER #1 $3.99 MAY180803-M MAR

TOP 10 COMIC BOOKS BY DOLLARS INVOICED

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 BATMAN #50 $4.99 MAY180450-M DC
2 AMAZING SPIDER-MAN #1 $5.99 MAY180784-M MAR
3 CAPTAIN AMERICA #1 $4.99 MAY180773-M MAR
4 DOOMSDAY CLOCK #6 $4.99 MAY180471-M DC
5 SUPERMAN #1 $3.99 MAY180460-M DC
6 AMAZING SPIDER-MAN #2 $3.99 MAY180793-M MAR
7 X-23 #1 $4.99 MAY180808-M MAR
8 CATWOMAN #1 $3.99 MAY180456-M DC
9 BATMAN #51 $3.99 MAY180454-M DC
10 COSMIC GHOST RIDER #1 $3.99 MAY180803-M MAR

TOP 10 GRAPHIC NOVELS & TRADE PAPERBACKS BY UNITS SHIPPED

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 BATMAN VOL. 6: BRIDE OR BURGLAR TP $16.99 APR180261 DC
2 THE INFINITY GAUNTLET TP $24.99 JUL110745 MAR
3 VENOMIZED TP $17.99 MAY180963 MAR
4 STAR WARS: DOCTOR APHRA VOL. 3: REMASTERED TP $17.99 APR180857 MAR
5 MARVEL TWO-IN-ONE VOL. 1: FATE OF THE FOUR TP $17.99 APR180864 MAR
6 ONE-PUNCH MAN VOLUME 14 GN $9.99 MAY182170 VIZ
7 DRAGON BALL SUPER VOLUME 3 GN $9.99 MAY182168 VIZ
8 MS. MARVEL VOL. 9: TEENAGE WASTELAND TP $17.99 APR180868 MAR
9 WOLVERINE: OLD MAN LOGAN VOL. 7: SCARLET SAMURAI TP $15.99 APR180870 MAR
10 ROCKET RACCOON AND GROOT COMPLETE COLLECTION TP $29.99 JAN130790 MAR

TOP 10 GRAPHIC NOVELS & TRADE PAPERBACKS BY DOLLARS INVOICED

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 AVENGERS BY JONATHAN HICKMAN OMNIBUS VOL. 2 HC $125.00 JAN181031 MAR
2 BATMAN BY GRANT MORRISON OMNIBUS VOL. 1 HC $75.00 FEB180294 DC
3 EX MACHINA: THE COMPLETE SERIES OMNIBUS HC (MR) $150.00 DEC170409 DC
4 BATMAN VOL. 6: BRIDE OR BURGLAR TP $16.99 APR180261 DC
5 DOCTOR STRANGE SORCERER SUPREME OMNIBUS VOLUME 2 HC $125.00 JAN181033 MAR
6 MARVEL MASTERWORKS: CAPTAIN AMERICA VOL. 10 HC $75.00 JAN181035-M MAR
7 THE INFINITY GAUNTLET TP $24.99 JUL110745 MAR
8 DOCTOR STRANGE: DAMNATION TP $34.99 APR180860 MAR
9 THE FLASH: THE SILVER AGE OMNIBUS VOLUME 3 HC $99.99 JAN180398 DC
10 THE PRISONER BY KIRBY & KANE ARTIST EDITION HC $79.99 FEB181804 TTN

TOP 10 BOOKS BY UNITS SHIPPED

RANK DESCRIPTION PRICE ITEM CODE VENDOR
1 THE OVERSTREET COMIC BOOK PRICE GUIDE VOL. 48 SC $29.95 APR181580-M GEM
2 THE OVERSTREET COMIC BOOK PRICE GUIDE VOL. 48 HC $35.00 APR181581-M GEM
3 LULU IS A RHINOCEROS $16.99 FEB188267 WIC
4 DOCTOR WHO: POSTCARDS FROM TIME & SPACE SET $17.99 MAR121365 PEN
5 DOCTOR WHO: BORROWED TIME MMPB $9.99 MAR188210 PEN
6 LITTLE GOLDEN BOOK: AVENGERS: THREAT OF THANOS HC $4.99 MAY181767 RAN
7 DOCTOR WHO: ESSENTIAL GUIDE REVISED EDITION $20.00 NOV158048 PEN
8 PROMISE OF SPACE AND OTHER STORIES SC $15.95 FEB178336 PRI
9 DOCTOR WHO: THE PIRATE PLANET HC $19.99 DEC162187 PEN
10 BIG BIG OVERSTREET COMIC BOOK PRICE GUIDE VOL 48 $47.50 APR181584 GEM

TOP 10 TOYS BY DOLLARS INVOICED

RANK DESCRIPTION ITEM CODE VENDOR
1 OVERWATCH: GENJI “CLASSIC SKIN” NENDOROID SEP178585 GOO
2 OVERWATCH: HANZO “CLASSIC SKIN” NENDOROID SEP178586 GOO
3 MARVEL SELECT: THANOS ACTION FIGURE MAY052331 DST
4 AVENGERS LEGENDS 6-INCH ACTION FIGURES JUL178726 HAS
5 POP! MARVEL: TELEPORTING LOCKJAW & BLACK BOLT SDCC 2018 EXCLUSIVE VINYL FIGURE 2-PACK DEC178718 FUN
6 MARVEL SELECT: THOR RAGNAROK: GLADIATOR HULK ACTION FIGURE JUL172803 DST
7 MARVEL PREMIER: DEADPOOL STATUE OCT172362 DST
8 MARVEL PREMIER: CABLE STATUE DEC172279 DST
9 MARVEL GALLERY: WHITE PHOENIX SDCC 2018 EXCLUSIVE PVC FIGURE JAN188826 DST
10 DC COMICS BOMBSHELLS: WONDER WOMAN DELUXE STATUE DEC170425 DC

TOP 10 GAMES BY DOLLARS INVOICED

RANK DESCRIPTION ITEM CODE VENDOR
1 PATHFINDER PLAYTEST RULEBOOK HC MAY182922 PAI
2 PATHFINDER PLAYTEST RULEBOOK SC MAY182921 PAI
3 CRITICAL ROLE: TAL DOREI CAMPAIGN SETTING HC JUN173357 GRE
4 PATHFINDER RPG: PLANAR ADVENTURES HC APR182573 PAI
5 PATHFINDER PLAYTEST: RULEBOOK DELUXE HC MAY182923 PAI
6 DC HEROCLIX: BATMAN THE ANIMATED SERIES BOOSTER BRICK DEC178215 NEC
7 PATHFINDER PLAYTEST ADVENTURE: DOOMSDAY DAWN MAY182924 PAI
8 STARFINDER RPG: CORE RULEBOOK HC JUN173371 PAI
9 PATHFINDER PLAYTEST: FLIP-MAT MULTI-PACK MAY182925 PAI
10 PATHFINDER RPG: CORE RULEBOOK JUN091729 PAI

 How does Diamond calculate the charts? It all starts at the comic book shop

Data for Diamond’s sales charts — which includes the monthly market shares and all top product charts — are compiled by Diamond Comic Distributors from sales made to thousands of comic book specialty shops located in North America and around the world.  Additional sales made to online merchants and other specialty retailers may be included as well.

Unit and dollar market shares are calculated based upon orders for comic books, graphic novels, and magazines invoiced and shipped to Diamond customers during any given month, which comprises pre-orders, advance reorders, and reorders, minus any copies that are received back from a title marked as returnable. Please note that comics marked with an asterisk (*) have had their reported quantities reduced due to retailer returnability, and thus may rank lower on the charts than their actual sales would reflect.

The New Titles Count Chart includes all titles that were invoiced by Diamond to retailers for the first time during the month and is not the official solicited title count for the month. Variant edition comic books and graphic novels at the same price point count as a single SKU. Variant edition comic books, lenticular covers, digital combo packs, and graphic novels at different price points count as separate SKUs for each edition.

Diamond-Logo

ABOUT DIAMOND COMIC DISTRIBUTORS (DCD)—Diamond is at the nexus of comics and pop culture merchandise. Based in Baltimore, MD, DCD is the world’s largest distributor of English-language comic books and pop-culture related merchandise, servicing thousands of specialty retailers worldwide. For more information, visit Diamond on the web at www.diamondcomics.com.

Visit the ComicSpectrum website: http://www.comicspectrum.com/
or Facebook page: https://www.facebook.com/ComicSpectrum

About comicspectrum

The goal of ComicSpectrum is to provide a one-stop reference for everything about & related to comics and comics culture.
This entry was posted in Comics, Comics Sales, Diamond and tagged , , , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.