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DC Responds To Marvel's Sales Win & Their Own Early Digital Releases

DC Responds To Marvel's Sales Win & Their Own Early Digital Releases Image
  • Posted on 15th Sep, 2022 09:03 AM

In a strong month for direct market comic sales driven in part by Marvel NOW!, DC execs Bob Wayne and John Cunningham discuss how New 52 as book sales stay strong and the criticism over early digital releases.

In the month in, month out practice of watching the Direct Market sales charts roll in from Diamond Comic Distributors, the results can often feel like watching a horse race. And though November saw Marvel take the proverbial triple crown that is dominance in the monthly comics Top Ten, DC Comics are holding steady as well.

While comics from the Marvel NOW! relaunch put the House of Ideas on top in both dollar and unit categories, DC SVP of Sales Bob Wayne and SVP of Marketing John Cunningham are quick to note that DC's sales have remained consistent and that their book formatted comics are doing as well as ever with high profile releases like an adaptation of "The Girl With The Dragon Tattoo" and a new "Fables" series in "Fairest" ranking high indeed.


In CBR's monthly talk with the VPs, the pair expressed happiness with a market that's doing well overall while discussing how Marvel's performance will and won't impact their own bottom line as well as how they're moving their book and trade sales into 2013 after all the New 52 titles have seen their first collected editions hit stands. Plus, in discussion our exclusive look at the digital sales rankings for the month, Wayne and Cunningham tackle the controversial early release of digital titles that's come with expanded platforms like Amazon's Kindle as well as whether strong print performances for digital-first books will change up their strategies moving forward.

Cunningham: And to go to the core of your question, the way we run a P&L on a property accounts for all expected revenue equally. So we're not going to save anything financially on a book if we decided to go digital-first on a book. We don't judge profits on those things off of one format of publication. It's over the long term. So that's never going to be an impetus for changing that. I can't imagine a scenario now where we'd look at a current series and go, "Let's transform this into a digital-first series." There's no financial imperative for that and no marketplace imperative. There isn't much place for that thought unless you're playing out worst case scenarios, which I can guarantee no one in this organization is doing.

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