Also, when Marvel overships on any title, those extra copies are not reflected in Diamond Comic's Dollar Sales figures.
And Dollar Sales are what it all comes down to.
Bottom line: the last time DC led Marvel by any measure was back in September.
And less than five years later had to scrap all that and come with with a way to reboot and construct a whole event storyline (the presently unfolding Watchmen nonsense) to apologize for New52 and shoehorn all their past continuity back into place. Is it all going to fall into place? Hmm, doubtful. Is it all going to be undone in few years when they have to reboot again to revive interest in their line? Maybe.
And sales for DC are always ok when they price their books cheap. Because cheap comics are always an easy sell. Once those price go back up, as they inevitably do, DC instantly sheds readers. Selling your books for a lower price point than you can reasonably maintain is not a good long term sales strategy. You'd think that DC would've learned that from the last time they vowed to "hold the line" but I guess they didn't.
The top 10 has been dominated by DC comics for months. Anything not Star Wars or Spider-Man hasn't been ranking too high for Marvel.
In short, 1) Rebirth sucking is your subjective opinion which doesn't seem to be shared by the majority and 2) Marvel has perfected the strategy of constant "No. 1's" and "event" books almost on a monthly basis, a greater number of bimonthly books, and the bonus of publishing Star Wars titles (which overshadow actual superhero titles), so it is hypocritical calling out DC for two reboots in 6 years and downplaying their success because of "cheaper books".
DC can have a number of titles in the Top Ten on any given month but Marvel is still #1 because they have a deeper bench than DC. Once you get past the big titles, DC crumbles.
As to rebooting, Marvel's continuity is intact. DC's, not so much.
So Marvel has never done a "reboot". They have a seasonal model, which is not the same as rebooting their continuity.
And if you don't think cheaper books are what's driving DC sales at the moment, historical example says otherwise. They did well at a lower price previously and then dropped readers aplenty back when they went back on their promise to "hold the line". It's a bad position for DC to put themselves in, swearing to hold their line to a price point that they know they can't maintain indefinitely. Monthly DC books are already going back up in April. The rest of the line will follow eventually.
But as this is a OMD thread and not a Marvel vs. DC sales thread, all of this is irrelevant to the conversation.
Marvel can have as many #1s as they want and employ as much branding as they want (Marvel NOW, All-New, etc.) but they haven't once obliterated their own continuity.
A few choice bits:
This article only covers December of 2016--Marvel overshipped the entire line in January.What this means is that even though Marvel’s comics generally cost more than DC’s comics – around a third more – and they have greater reported unit sales across the board, the gap between Marvel’s dollar share and DC’s dollar share is lesser. Without the free overships, with the higher prices, Marvel traditionally have enjoyed a greater dollar share difference.
Indeed, if you were to remove overships entirely, it looks like DC Comics would have a higher unit sales marketshare than Marvel. And far fewer titles in the top fifty.
But that might not take into account another promotion Marvel runs with many launch titles, giving greater discounts if retailers increase their orders, compared to previous orders.
We have the top hundred below – and have bolded the titles with the greatest disparity comparing their unit sales and dollar sales, taking into account the retail price of the comic. Some like IVX #1 benefitted from those discounts. But most are down to free overships. And the greatest disparate figures when both happen at once.
The natural state of things would see, say, Teen Titans #3 at $2.99 be in 47th place for sales and 66th place for dollars raised, while just below it in 48th place for sales is Spider-Man/Deadpool #12 at $3.99 at 31st place for dollars. That makes sense, yes?
But what can only be explained by free overships is the likes of Flash #13 at $2.99. 34th place on the unit sales chart and 26th place on the dollar amount. Makes sense. But Guardians Of The Galaxy #15 at $3.99 above Flash at 23rd on the unit sales chart and 64th on the dollar sales despite costing 1/3 more. Take out the overships and factor for the $3.99 price and the unit sales would see it much further down the chart. It might not even be in the Top 100.
While Hawkeye #1 got both. First, stores who exceeded 125% of their numbers for All-New Wolverine #12 got a 15% discount on their order, reducing the dollar ranking. And then Marvel sent double the ordered numbers, upping the unit sales ranking.
Which is how it made the top twenty in unit sales at 16th place, but despite having a $3.99 price only scored 48th place in the dollar chart.
Diamond also only shows sell-through to retailers, not what is going home with readers.
Also, retconning isn't inherently bad, nor is keeping continuity inherently good. Neither is restarting with #1s, but it is user-unfreindly.
But if retailers order more Marvel, month after month, it follows that they're selling Marvel books just fine.
And as previously stated, whatever Marvel overshipped in January isn't reflected in Dollar Sales, a category which Marvel won that month.
Bottom line: Marvel has topped the charts from October through Feburary.
I know Rebirth has encouraged some readers to think that Marvel will have to follow suit but people said the same when New52 happened.
Marvel kept doing their own thing and it was DC that had to eventually change course. I would expect the same outcome this time around.
But again, this is not a sales thread, so I'll pass on continuing this discussion before it gets shuttled to a separate thread.
There's an awful lot of curious MJ variants coming out...including one for Punisher that's gotten a bit of a buzz