November 2011 finds comics unit sales up 26% post-relaunch
As reported here on Friday, Diamond Comic Distributors has released figures showing that the Direct Market is into positive territory for 2011. You can find more details on what this moment means for the market here, but a few additional observations come out in looking at the complete table of estimates. Click to see the Top 300 comics and trade paperbacks for November 2011.
This November had one more shipping week than last November, and that results in a unit sales bias of about 11%. However, September, the first full month of the relaunch, had one less shipping week than the previous September, so the timing balances out when you look at all three months together. The “DC Relaunch Quarter” from September to November saw retailers order 21.87 million copies of the Top 300 comics, an increase of 26% over the 17.34 million comics ordered in the same period in 2010.
The number of offerings from each publisher that made the Top 300 seems to have normalized in November after October’s boom of DC relaunch reorders; reorders for a few of the #2s made the list again, but nothing like in October. Marvel had 90 entries in the Top 300, versus 86 for DC. (Find breakdowns by publisher for offerings in the Top 300 since 1997 here.)
But while there aren’t as many DC repeat performers on the list, the number of Top 300 comics ordered topped 7 million copies again for the second time in three months, something that hasn’t happened since 2008. And the 300th place title, which was boosted to record levels in October due to the reorder wave, remained at a high level: 4,330 copies.
November’s Top 300 unit sales were up 28% over last November, and only off 12% against the five-year-comparative, November 2006, the best month for comics unit sales this century. That month saw orders of 7.96 million copies, so being in the 7 millions, even barely, puts the market in a nice range historically. The unit orders are still much less than the 11.29 million copies seen exactly fifteen years ago in November 1996, which featured the wedding of Superman; there were at least two thousand more comics shops then.