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July 2017 Sold 25% Fewer Comics Than July 2016 – Overall 2017 Sales Fall For First Time
In June, Marvel and DC squeezed. Both upped their marketshare. And everyone else suffered.
In May, Marvel knocked DC Comics back below the psychologically important 30% market share line for dollars earned, while in terms of actual numbers of comics sold, DC only just made it. Marvel Comics enjoyed a 38.05% share of dollars spent while DC Comics slipped down to 27.93%. In unit shares, Marvel had 39.91% compared to DC with 30.88%.
In June, however, Marvel's dollar share rose slightly to 38.54% while jumping to 42.82% of actual sales. DC Comics also saw their dollar share rise to 30.61% and unit share rise to 31.76%. Marvel and DC's gain was Image Comics' loss, whose dollar share slipped from 10.25% to 8.86% and unit share slipped from 11.83% to 9.00%.
And now we have, courtesy of Diamond, the July figures. In which Marvel's unit share drops to 39.53% but their dollar share rises to 36.89%. While DC Comics' unit share has a tiny drop to 31.15% but their dollar share takes a fair whack, falling to 26.94%.
While Image recovers with a unit share of 9.73% and dollar share of 11.47%.
Away from the top ten, Dark Horse Comics' Neil Gaiman's American Gods: Shadows #5 was their top book at #94, while IDW Publishing's Teenage Mutant Ninja Turtles/Usagi Yojimbo One-Shot was the publisher's top ranked book at #145.
But how much is this fiddling while Rome burns? For the first time in 2017, overall sales for the year so far are down on sales for 2016 at this point. June had overall sales still up, albeit it by just 1.15%, but a massive drop across the board in July 2017, selling a quarter less comics than in July 2016 and 11% less than in June 2017, have seen overall sales for the year so far drop by 3.41% compared to this time in 2016.
However you want to spin it? That's not good.
TOP COMIC BOOK PUBLISHERS
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COMPARATIVE SALES STATISTICS
| DOLLARS | UNITS | |
| JULY 2017 VS. JUNE 2017 | ||
| COMICS | -13.55% | -11.04% |
| GRAPHIC NOVELS | -6.41% | -18.21% |
| TOTAL COMICS/GN | -11.56% | -11.61% |
| TOYS | -10.76% | 11.81% |
| JULY 2017 VS. JULY 2016 | ||
| COMICS | -23.18% | -26.60% |
| GRAPHIC NOVELS | -8.33% | -10.96% |
| TOTAL COMICS/GN | -19.31% | -25.64% |
| TOYS | -18.79% | -25.46% |
| YEAR-TO-DATE 2017 VS. YEAR-TO-DATE 2016 | ||
| COMICS | -7.01% | -2.52% |
| GRAPHIC NOVELS | -12.39% | -13.18% |
| TOTAL COMICS/GN | -8.69% | -3.41% |
| TOYS | -5.09% | -9.26% |
NEW TITLES SHIPPED
| PUBLISHER | COMICS SHIPPED | GRAPHIC NOVELS SHIPPED | MAGAZINES SHIPPED | TOTAL SHIPPED |
| MARVEL COMICS | 93 | 40 | 0 | 133 |
| DC ENTERTAINMENT | 76 | 32 | 0 | 108 |
| IMAGE COMICS | 52 | 20 | 1 | 73 |
| IDW PUBLISHING | 41 | 12 | 0 | 53 |
| DARK HORSE COMICS | 20 | 22 | 0 | 42 |
| BOOM! STUDIOS | 23 | 8 | 0 | 31 |
| DYNAMITE ENTERTAINMENT | 24 | 3 | 0 | 27 |
| TITAN COMICS | 18 | 8 | 1 | 27 |
| VIZ MEDIA | 0 | 27 | 0 | 27 |
| ONI PRESS INC. | 8 | 5 | 0 | 13 |
| OTHER NON-TOP 10 | 131 | 133 | 18 | 282 |
| TOTAL | 486 | 310 | 20 | 816 |
TOP 10 COMIC BOOKS
| RANK | DESCRIPTION | PRICE | ITEM CODE | VENDOR |
| 1 | DARK DAYS: THE CASTING #1 | $4.99 | MAY170193 | DC |
| 2 | ASTONISHING X-MEN #1 | $4.99 | MAY170806 | MAR |
| 3 | BATMAN #26 | $2.99 | MAY170211 | DC |
| 4 | BATMAN #27 | $2.99 | MAY170213 | DC |
| 5 | SECRET EMPIRE #6 | $4.99 | MAY170763 | MAR |
| 6 | SECRET EMPIRE #7 | $3.99 | MAY170769 | MAR |
| 7 | STAR WARS #33 | $3.99 | MAY170924 | MAR |
| 8 | DEADPOOL KILLS MARVEL UNIVERSE AGAIN #1 | $3.99 | MAY170819 | MAR |
| 9 | THE WALKING DEAD #169 (MR) | $2.99 | MAY170730 | IMA |
| 10 | SPIDER-MEN II #1 | $3.99 | MAY170813-M | MAR |
TOP 10 GRAPHIC NOVELS & TRADE PAPERBACKS
| RANK | DESCRIPTION | PRICE | ITEM CODE | VENDOR |
| 1 | MONSTRESS VOLUME 2 TP (MR) | $16.99 | APR170834-M | IMA |
| 2 | RICK AND MORTY VOLUME 1 TP | $19.99 | JUL151482-M | ONI |
| 3 | STAR WARS VOLUME 5: YODA'S SECRET WAR TP | $17.99 | MAR171131 | MAR |
| 4 | CURSE WORDS VOLUME 1 TP (MR) | $9.99 | MAY170612 | IMA |
| 5 | THE FLASH VOLUME 3: ROGUES RELOADED TP | $16.99 | APR170413 | DC |
| 6 | THE LEGEND OF KORRA VOL. 1: TURF WARS PT 1 TP | $10.99 | FEB170063 | DAR |
| 7 | BATMAN/TMNT TP | $16.99 | APR170419 | DC |
| 8 | BATMAN/TMNT ADVENTURES TP | $19.99 | APR170539-M | IDW |
| 9 | BLACK SCIENCE VOLUME 6 TP (MR) | $16.99 | MAY170662 | IMA |
| 10 | SERENITY VOLUME 5: NO POWER IN THE 'VERSE HC | $19.99 | MAR170077 | DAR |
TOP 10 BOOKS
| RANK | DESCRIPTION | PRICE | ITEM CODE | VENDOR |
| 1 | OVERSTREET COMIC BOOK PRICE GUIDE VOL. 47 SC | $29.95 | APR171765-M | GEM |
| 2 | OVERSTREET COMIC BOOK PRICE GUIDE VOL. 47 HC | $35.00 | APR171766-M | GEM |
| 3 | JIM HENSON'S THE DARK CRYSTAL TALES HC | $16.99 | MAR171409 | BOO |
| 4 | LEAD POISONING: THE PENCIL ART OF GEOF DARROW HC | $34.99 | MAR170037 | DAR |
| 5 | BE A STAR WONDER WOMAN PICTURE BOOK | $15.95 | MAY172129 | CAP |
| 6 | BEDTIME FOR BATMAN BOARD BOOK | $7.99 | MAY172130 | CAP |
| 7 | SPIDER MAN: NIGHT OF VULTURE LITTLE GOLDEN BOOK | $4.99 | MAY172147 | RAN |
| 8 | BIG! BIG! OVERSTREET COMIC BOOK PRICE GUIDE VOL 47 | $47.50 | MAY171625 | GEM |
| 9 | MIGHTY THOR: THUNDER STRIKE LITTLE GOLDEN BOOK | $4.99 | MAY172146 | RAN |
| 10 | STAR WARS: JEDI ACADEMY VOL. 5: FORCE OVERSLEEPS HC | $12.99 | MAY172182 | SCH |
TOP 10 TOYS
| RANK | DESCRIPTION | ITEM CODE | VENDOR |
| 1 | LEGEND OF ZELA: TWILIGHT PRINCESS: ZELDA FIGMA | AUG168805 | GOO |
| 2 | DRAGONBALL SUPER: DRAGON STARS ACTION FIGURES | DEC168377 | BAN |
| 3 | SUPERMAN ANIMATED: SUPERMAN & LOIS LANE FIGURE 2-PACK | JAN170424 | DC |
| 4 | DC DESIGNER SERIES: WONDER WOMAN BY ADAM HUGHES STATUE | JAN170426 | DC |
| 5 | MARVEL: SQUIRREL GIRL BISHOUJO STATUE | DEC162884 | KOT |
| 6 | MARVEL GALLERY: GWENPOOL PVC FIGURE | DEC162562 | DST |
| 7 | HARLEY QUINN: RED WHITE & BLACK STATUE BY TERRY DODSON | JAN170429 | DC |
| 8 | MARVEL UNIVERSE VARIANT PLAY ARTS KAI: WOLVERINE FIGURE | DEC168151 | SQU |
| 9 | MARVEL GALLERY: CLASSIC IRON MAN PVC FIGURE | JAN172648 | DST |
| 10 | BATMAN 1966: SHAKESPEARE HEAD BUST BANK | JUN162388 | DST |
TOP 10 GAMES
| RANK | DESCRIPTION | ITEM CODE | VENDOR |
| 1 | DC HEROCLIX: 15TH-ANNIVERSARY ELSEWORLDS BOOSTER BRICK | MAR173391 | NEC |
| 2 | MAGIC THE GATHERING TCG: AETHER REVOLT BOOSTER PACKS | NOV162988 | WIZ |
| 3 | RICK AND MORTY: ANATOMY PARK BOARD GAME | MAY173183 | CRY |
| 4 | D&D: ICONS OF THE REALM MINIATURE BOOSTER BRICK | MAR173387 | NEC |
| 5 | MAGIC THE GATHERING TCG: HOUR OF DEVESTATION BOOSTER PACKS | APR173295 | WIZ |
| 6 | MACHI KORO CARD GAME | MAY142831 | IDW |
| 7 | DRINKING FLUXX CARD GAME | APR173273 | LOO |
| 8 | DC HEROCLIX: 15TH-ANNIVERSARY ELSEWORLDS STARTER SET | MAR173392 | NEC |
| 9 | KING OF CREEPIES GAME | APR170672 | IDW |
| 10 | MARVEL HEROCLIX: GUARDIANS OF THE GALAXY VOL. 2 | OCT168616 | NEC |
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| Dollar Market Share – July 2017 |
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| Unit Market Share – July 2017 |
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