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Marvel's 10% Free Overship Really Increased January 2017 Marketshare – But It's Not The Whole Story
The Diamond stats for January 2017 are out, covering the direct market in North America…
In November, Marvel Comics was top publisher with a 38.08% dollar share and a 39.46% unit share. In December, Marvel slipped on the amount of dollars, though increased unit share with a 36.73% dollar share and a 40.50% unit share, as a direct result of specific sending out of extra copies of comics, for free, to bulk up a retailers order and get counted on the unit share chart – but not the dollar share chart. And in January, they sent out an extra 10% of all their superhero comics, and discounted retailers who ordered big on certain specific titles. Which saw Marvel get a massive 42.62% unit share for January 2017 and a lift of dollar share up to 37.09%, despite their standard comics costing $3.99 to DC Comics' $2.99.
In comparison, DC Entertainment had a 28.93% dollar share and a 31.33% unit share, compared to December's 26.17% dollar share and a 31.30% unit share. Basically making more money from the same sales. But their DC Rebirth returnability having mostly left the system at least lets you know their sales to stores are based on actual orders – and their standard comic is only $2.99. For now.
It is also worth noting that Marvel published many more titles than DC in January.
However the reason USAvengers #1 topped the Top Ten is less likely to be the 10% overship, or the generous discount for high orders, rather it would have been the the fifty-odd state state-specific variant covers that helped launch the title. And seem to have worked!
There should also be celebration for The Walking Dead, ramping up sales without discounts, returnability or promotions. Just by being the Walking Dead. Shame their 25 cent quarter-of-a-million order issue from February won't be counted by Diamond's stats..
TOP COMIC BOOK PUBLISHERS
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COMPARATIVE SALES STATISTICS
| DOLLARS | UNITS | |
| JANUARY 2017 VS. DECEMBER 2016 | ||
| COMICS | -7.50% | -7.84% |
| GRAPHIC NOVELS | -18.85% | -28.03% |
| TOTAL COMICS/GN | -11.00% | -9.49% |
| TOYS | -38.37% | -39.98% |
| JANUARY 2017 VS. JANUARY 2016 | ||
| COMICS | 0.36% | 7.21% |
| GRAPHIC NOVELS | -11.88% | -8.61% |
| TOTAL COMICS/GN | -3.41% | 6.01% |
| TOYS | -15.43% | -2.28% |
NEW TITLES SHIPPED
| PUBLISHER | COMICS SHIPPED | GRAPHIC NOVELS SHIPPED | MAGAZINES SHIPPED | TOTAL SHIPPED |
| MARVEL COMICS | 97 | 33 | 0 | 130 |
| DC ENTERTAINMENT | 86 | 26 | 0 | 112 |
| IMAGE COMICS | 44 | 16 | 0 | 60 |
| IDW PUBLISHING | 41 | 17 | 0 | 58 |
| DARK HORSE COMICS | 27 | 16 | 0 | 43 |
| BOOM ENTERTAINMENT | 26 | 7 | 0 | 33 |
| TITAN COMICS | 24 | 0 | 4 | 28 |
| DYNAMITE ENTERTAINMENT | 16 | 6 | 0 | 22 |
| VIZ MEDIA | 0 | 21 | 0 | 21 |
| VALIANT ENTERTAINMENT LLC | 9 | 3 | 0 | 12 |
| OTHER | 87 | 96 | 27 | 210 |
TOP 10 COMIC BOOKS
| RANK | DESCRIPTION | PRICE | ITEM CODE | VENDOR |
| 1 | U.S.AVENGERS #1 | $3.99 | OCT160723-M | MAR |
| 2 | BATMAN #14 | $2.99 | NOV160208-M | DC |
| 3 | BATMAN #15 | $2.99 | NOV160210-M | DC |
| 4 | JUSTICE LEAGUE/POWER RANGERS #1 | $3.99 | NOV160283-M | DC |
| 5 | THE WALKING DEAD #162 (MR) | $2.99 | NOV160652-M | IMA |
| 6 | ALL-STAR BATMAN #6 | $4.99 | NOV160195-M | DC |
| 7 | JUSTICE LEAGUE VS. SUICIDE SQUAD #3 | $3.99 | NOV160163-M | DC |
| 8 | MONSTERS UNLEASHED #1 | $4.99 | NOV160745-M | MAR |
| 9 | AMAZING SPIDER-MAN #23 | $3.99 | NOV160827-M | MAR |
| 10 | JUSTICE LEAGUE #12 | $2.99 | NOV160179-M | DC |
TOP 10 GRAPHIC NOVELS & TRADE PAPERBACKS
| RANK | DESCRIPTION | PRICE | ITEM CODE | VENDOR |
| 1 | BATMAN VOLUME 1: I AM GOTHAM TP | $16.99 | OCT160291-M | DC |
| 2 | KILL OR BE KILLED VOLUME 1 TP (MR) | $9.99 | NOV160670-M | IMA |
| 3 | THE FLASH VOL. 1: LIGHTNING STRIKES TWICE TP | $17.99 | OCT160292 | DC |
| 4 | SUPERMAN VOL. 1: SON OF SUPERMAN TP | $16.99 | OCT160297 | DC |
| 5 | SAGA VOLUME 1 TP (MR) | $9.99 | AUG120491 | IMA |
| 6 | JUSTICE LEAGUE VOL. 1: THE EXTINCTION MACHINE TP | $16.99 | OCT160295 | DC |
| 7 | PAPER GIRLS VOLUME 1 TP | $9.99 | JAN160645 | IMA |
| 8 | STAR WARS: HAN SOLO TP | $16.99 | SEP161136 | MAR |
| 9 | GREEN ARROW VOL. 1: THE LIFE & DEATH OF OLIVER QUEEN TP | $16.99 | OCT160293 | DC |
| 10 | THE BLACK MONDAY MURDERS VOLUME 1: ALL HAIL GOD MAMMON TP (MR) | $19.99 | NOV160656-M | IMA |
TOP 10 BOOKS
| RANK | DESCRIPTION | PRICE | ITEM CODE | VENDOR |
| 1 | DC SUPER HERO GIRLS: BATGIRL AT SUPER HERO HIGH HC | $13.99 | OCT162171 | RAN |
| 2 | STAR WARS: I AM A STORMTROOPER LITTLE GOLDEN BOOK | $4.99 | OCT162204 | RAN |
| 3 | DOCTOR STRANGE LITTLE GOLDEN BOOK | $4.99 | OCT162172 | RAN |
| 4 | GUARDIANS OF THE GALAXY: ROCKET TO RESCUE LITTLE GOLDEN BOOK | $4.99 | OCT162173 | RAN |
| 5 | DC SUPER FRIENDS: WONDER WOMAN LITTLE GOLDEN BOOK | $9.99 | OCT162170 | RAN |
| 6 | THE SHADOW DOUBLE NOVEL VOLUME 113 SC | $14.95 | OCT162199 | SAN |
| 7 | DC SUPER FRIENDS: COLD CAPER SC | $4.99 | OCT162168 | RAN |
| 8 | 9 MARVEL SUPER HERO TALES LITTLE GOLDEN BOOK HC | $12.99 | OCT162174 | RAN |
| 9 | I AM JIM HENSON HC | $14.99 | NOV162128 | PUT |
| 10 | SECRET HERO SOCIETY VOLUME 2: FORT SOLITUDE HC | $12.99 | OCT162175 | SCH |
TOP 10 TOYS
| RANK | DESCRIPTION | ITEM CODE | VENDOR |
| 1 | MARVEL SELECT: DOCTOR STRANGE MOVIE ACTION FIGURE | JUN162396 | DST |
| 2 | MARVEL UNIVERSE: THANOS FINE ART STATUE | JUN162696 | KOT |
| 3 | AMAZING SPIDER-MAN SPIDER-MAN ARTFX+ STATUE | JUL162983 | KOT |
| 4 | MARVEL: DEADPOOL 1/4-SCALE ACTION FIGURE | MAY168389 | NEC |
| 5 | MARVEL GALLERY: SPIDER-MAN PVC FIGURE | SEP162538 | DST |
| 6 | BATMAN V SUPERMAN: WONDER WOMAN MAF EX FIGURE | NOV158387 | MED |
| 7 | MARVEL SELECT: CABLE ACTION FIGURE | OCT142189 | DST |
| 8 | POP! DC HEROES: THE DARK KNIGHT RETURNS: SUPERMAN FIGURE | JUL162707 | FUN |
| 9 | DC COMICS: WONDER GIRL BISHOUJO STATUE | JUL162984 | KOT |
| 10 | GHOSTBUSTERS SELECT ACTION FIGURES SERIES 4 | SEP162532 | DST |
TOP 10 GAMES
| RANK | DESCRIPTION | ITEM CODE | VENDOR |
| 1 | 4D CITYSCAPE: BATMAN: GOTHAM CITY PUZZLE | JUN168000 | 4D |
| 2 | 4D CITYSCAPE: LORD OF THE RINGS: MIDDLE-EARTH PUZZLE | JUN168003 | 4D |
| 3 | MAGIC THE GATHERING TCG: AETHER REVOLT BOOSTER PACKS | NOV162988 | WIZ |
| 4 | 4D CITYSCAPE: GAME OF THRONES: ESSOS PUZZLE | JUN168001 | 4D |
| 5 | 4D CITYSCAPE: THE HOBBIT: MIDDLE-EARTH PUZZLE | JUN168002 | 4D |
| 6 | TEENAGE MUTANT NINJA TURTLES: SHADOWS OF THE PAST BOARD GAME | APR160482 | IDW |
| 7 | TEENAGE MUTANT NINJA TURTLES HEROCLIX: SHREDDER'S RETURN | SEP168871 | NEC |
| 8 | RICK AND MORTY: TOTAL RICKALL CARD GAME | AUG168447 | CRY |
| 9 | MACHI KORO: BRIGHT LIGHTS BIG CITY CARD GAME | SEP160613 | IDW |
| 10 | MEGA MAN BOARD GAME | NOV162976 | JAS |
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Dollar Market Share – January 2017 |
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Unit Market Share – January 2017 |
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