Tag Archives: Sales

Sales Slide in September

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ICV2’s sales estimates for September show yet another drop in Flash sales.

02/2008: Flash #237     —  37,719 (-  9.0%)
03/2008: Flash #238     —  35,606 (-  5.6%)
04/2008: Flash #239     —  33,741 (-  5.2%)
05/2008: Flash #240     —  31,944 (-  5.3%)
06/2008: Flash #241     —  30,810 (-  3.6%)
07/2008: Flash #242     —  30,325 (-  1.5%)
08/2008: Flash #243     —  29,647 (-  2.2%)
09/2008: Flash #244     —  29,180 (-  1.6%)

A couple of things worth noting: 1. Most regular super-hero series do drop slowly from month to month, with occasional jumps back up as big events bring new readers in to replace those who have left. (See “standard attrition.”) By that measure, the last couple of months don’t look so bad… but the series dropped horrifically from #230-237, leaving it at the dismal position of #82 on the rankings. 2. Final Crisis: Rogues’ Revenge has been outselling the regular series by roughly 2:1, though there was no issue in September.

Flash Sales Still Falling through August

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ICv2 has posted August sales estimates, and the overall market is down for the seventh month in a row. Worse, Flash #243 dropped below 30,000 units for the first time in 5½ years, selling just 29,647 copies. That was Flash #196 (March 2003), half-way through Geoff Johns’ storied run on the book, just before the Blitz storyline and the slow rise from 30K to 50K by the end of Rogue War.

02/2008: Flash #237     —  37,719 (-  9.0%)
03/2008: Flash #238     —  35,606 (-  5.6%)
04/2008: Flash #239     —  33,741 (-  5.2%)
05/2008: Flash #240     —  31,944 (-  5.3%)
06/2008: Flash #241     —  30,810 (-  3.6%)
07/2008: Flash #242     —  30,325 (-  1.5%)
08/2008: Flash #243     —  29,647 (-  2.2%)

(Link via The Beat.)

Last month, it looked like sales were leveling out near 30,000 — right where most of Geoff Johns’ original run hovered. But they dropped more between July and August than they did between June and July. No doubt the announcement that Flash would be rebooted didn’t help, as readers decided to wait until the relaunch instead of reading a “lame duck” title.

Final Crisis: Rogues’ Revenge #2 fared better, but still dropped 12.9% from its first issue.

07/2008: Rogues Revenge #1     —  62,482
08/2008: Rogues Revenge #2     —  54,404 (- 12.9%)

The Beat’s analysis of July’s sales was underwhelmed with Rogues’ Revenge’s performance, opining:

The notion that not even Geoff Johns’ commercial Midas touch can reignite interest in The Flash, for that matter, suggests that what the franchise needs right now, above all, is some rest.

Only time will tell, but I expect that the next few months of Flash sales are going to be dismal, even if the quality of the Alan Burnett/Paco Diaz/Carlo Barberi arc turns out to be stellar.

Flash Sales Leveling Out?

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ICv2 has posted July sales estimates. The entire comics market is down, but the Flash numbers are better than expected. Flash #242 sold an estimated 30,325 copies. It’s still down from June, but only by 1.5% — and total comics sales have been declining over the last few months. This is the same data that The Beat uses for their sales commentary, so I can use the numbers from earlier posts.

02/2008: Flash #237     —  37,719 (-  9.0%)
03/2008: Flash #238     —  35,606 (-  5.6%)
04/2008: Flash #239     —  33,741 (-  5.2%)
05/2008: Flash #240     —  31,944 (-  5.3%)
06/2008: Flash #241     —  30,810 (-  3.6%)
07/2008: Flash #242     —  30,325 (-  1.5%)

Meanwhile, Final Crisis: Rogues’ Revenge #1 sold an estimated 62,482 copies — more than twice the numbers on the main Flash title, despite costing more ($3.99 vs. $2.99). Factors at work: Final Crisis, Geoff Johns, Scott Kolins, multiple covers.

I mentioned that the overall market was in decline. ICv2 cites a 3% drop in sales, but I can’t tell whether they mean 3% between June and July 2008, or 3% between July 2007 and July 2008. If the former, then Flash actually dropped less than the overall market. (The 1.5% drop for Flash is in units sold, and the 3% drop overall is for dollar amount — but the price on Flash didn’t change between June and July, so it works out the same.)

Free-Falling Flash Sales

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It’s depressing, but sales on The Flash have continued to drop through June. Personally, I’d been hoping to see an uptick in the Tom Peyer/Freddie Williams II “Fast Money” arc, which has been quite good (IMO)…but with figures in for the fourth issue of their run, the numbers just keep dropping. The Beat’s sales charts for June:

02/2008: Flash #237     —  37,719 (-  9.0%)
03/2008: Flash #238     —  35,606 (-  5.6%)
04/2008: Flash #239     —  33,741 (-  5.2%)
05/2008: Flash #240     —  31,944 (-  5.3%)
06/2008: Flash #241     —  30,810 (-  3.6%)

They go on to add:

In what seems like a last-ditch effort to salvage the property, DC are apparently looking to exchange the title character again, which would be the third time since June 2006. Given that it won’t happen until January 2009, however, the next six months worth of The Flash sales are bound to be ugly.

Given that there’s a trend among comics fans to only care about books that “matter” — just look at how stand-alone books like The Brave and the Bold, JLA: Classified and JSA Classified, etc. tend to do vs. Final Infinite Countdown Crisis tie-ins — I can imagine plenty of potential readers will be sitting out the next five months, waiting until Flash: Rebirth not because they’re waiting specifically for Barry, but because they feel the current book is just filler.

It makes me wonder why DC is even bothering with another 4-issue arc, particularly one with a new creative team, when they’ve effectively undercut interest in it by announcing Rebirth before it starts.

Flash Sales: 1996-2002

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Following up on yesterday’s graph showing Flash Sales from 2001-2008, I did some more searching and found a site with figures going back to 1996. More importantly, this one also has relative rankings.

Sales — but not ranking — dropped heavily in 1996 and early 1997. Of course, this was in the middle of the speculator crash, so the entire comics industry was doing pretty badly at the time. (Also, the first issue in these stats might have been higher, since #119 was a Final Night tie-in.)

They stayed in the low-to-mid 40,000s for the next few years, during the Grant Morrison/Mark Millar run and the return of Mark Waid and Brian Augustyn. Highlights during this period include:

  • #130, the first Morrison/Millar issue.
  • #135, part of the “Three of a Kind” crossover with Green Lantern and Green Arrow.
  • #1,000,000, part of the DC One Million crossover. Oddly, it didn’t jump much the previous month, when Waid and Augustyn returned with #142.
  • Small spike for #150, conclusion of Chain Lightning and a milestone issue.
  • Larger spike for #152, start of the Dark Flash saga.
  • I’m not sure what made #157 catch on, unless it was the striking cover showing Linda’s grave.

Sales started dropping as soon as Waid and Augustyn wrapped up the main part of their run (#159), and the book went into a series of done-in-ones.

Geoff Johns took over for a 6-part arc, “Wonderland,” with #164. I was surprised to find that sales dropped through the whole arc, but DC decided to give him the regular gig anyway. They kept dropping through “Blood Will Run,” bottoming out with the conclusion in #174. Oddly enough, that was also the highest rated issue since he’d taken over. The next year and a half held steady around 30,000. And the post-2002 climb is shown in yesterday’s post.

This shows an interesting contrast to DC’s current tactic of changing the creative team every time sales come in lower than the month before.

Other Observations

These years also cover most of Impulse‘s 90-issue run. At the start of this period it was selling in the mid-to-low-30K range, dropped to around 20K in 1998, and down to 15K from 2000-2002.

This also includes the overlap period between regular Annuals and Secret Files.

For three months in 1999, there were four Flash-related books each month: Flash, Impulse, and the miniseries Flashpoint and Flash/Green Lantern: The Brave and the Bold. The latter miniseries outsold Flash for the first two months, then dropped below it for the next four issues.

The actual figures from CBGXtra appear after the cut. Continue reading →

Flash Sales: 2001-2008

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This week’s Permanent Damage at CBR brings up the issue of maximizing profits, and just what that means in today’s comic-book marketplace. At one point, Stephen Grant mentions:

As far as I know, Geoff Johns wasn’t thrown off The Flash. He left the book. There was no indication that Wally West… pardon me… had legs left, and it’s not like sales had been going up and up and up under Geoff either. Just not that many people are interested in The Flash.

While the first part is true, the second part is incorrect. Sales had been going up under Geoff Johns. When he came on board In the middle of his run, the series was selling in the 20,000-30,000 range. After a few years, around #200, it started climbing steadily until it actually broke 50,000 with his final issue, #225. [Edit: I’ve found some earlier sales figures that cover the Waid-to-Johns transition, and got some surprises.]

I’ve compiled the following sales chart from posts at The Beat over the last few years:

Some Highlights:

#200 is the conclusion of Blitz, and being a milestone issue, it’s not surprising to see a spike. Cameo guest spots by Hal Jordan and Barry Allen probably helped as well.

#209 guest-stars the Justice League and features a race with Superman.

#214-216 is the Identity Crisis tie-in, “The Secret of Barry Allen.” #217 is also billed as a tie-in, and features the funeral for Captain Boomerang.

#225 is the conclusion of “Rogue War” and Geoff Johns’ final issue on the series. Notice the brief dip for the following issue, which is a fill-in, then a hasty drop over the final 4-issue arc of the series.

Both relaunches show huge spikes followed by dramatic dives as people tried them out, then decided no, this wasn’t what they wanted to read. And the second spike was only half the height of the first. Interestingly, current numbers are actually higher that they were early in Geoff Johns’ run (though the precipitous slope suggests they won’t be for long, unless people have responded favorably to the middle issues of Tom Peyer’s arc).

I’ve been of the opinion that another relaunch would further damage the book — but it might be necessary just to get people to look at it. Sales charts for a healthy book do show attrition, with occasional jumps like those shown on the left side of this graph, but DC may want that quick injection of readers. The trick, of course, is going to be figuring out what will resonate with readers and get them to stay after they pick it up, instead of dropping it again once curiosity is satisfied.

The actual data, compiled from The Beat’s sales charts, follows after the cut. Continue reading →