‘Final Crisis’ tanks; WildStorm Sales Worst Ever
There’s a lengthy breakdown of DC’s May sales up at The Beat, and it only serves as further notice that the ol’ warship is taking on copious amounts of water.
The big story, of course, is the soft debut of Final Crisis, which couldn’t even crack 145,000 issues, a paltry sum for any big comics event. It’s not only well south of the 250,000 issues of Secret Invasion #1 that sold, but even the 178,000 from the much less ballyhooed World War Hulk #1. Not good.
The problem, according to Marc-Oliver Frisch, is mainly one of marketing:
One reason that may have led to this loss of faith in DC’s product is the publisher’s recent string of high-level failures. … Retailers had learned their lessons, and I suppose there was no reason to presume that they were going to forget them when it came to ordering Final Crisis. DC would have to put out all the stops to convince them that this was going to be different.
Which they emphatically did not do. Crucially, DC never bothered to tell anyone what Final Crisis was going to be about. … The slogan with which DC chose to advertise the content of Final Crisis when pressed for it, “The Day Evil Won,” doesn’t really address the problem. I mean, congratulations, so you’ve got a second act in there somewhere, at the end of which the bad guys temporarily win, which they always do.
In short, there is no hook.
Which sounds an awful lot like what I had to say about the first issue.
Things go from worse to, well, worse for DC, as its WildStorm line is basically not selling any comics. The average units sold for the line was a shade over 9,800, which is its worst ever mark, Frisch writes.
All told, sales are down everywhere and a whopping 11 series have been canceled because of poor sales.
The only good point was Vertigo’s new House of Mystery series, which debuted at well more than 20,000 copies.