DC Comics Month-to-Month Sales: September 2011
Numbers on the success of DC Comics’s big linewide “New 52” relaunch.
The average DC comic book sold an estimated 57,224 units in September, the average DC Universe comic book a whopping 67,411 units. That’s more than double what it was in August for both, as well as more than in any previous month since sole distributor Diamond started releasing information on actual sales to specialty retailers in March 2003. The month that comes closest is May 2006, when DC’s line-wide “One Year Later” initiative kicked off, with 44,554 (DC total) and 59,505 (DC Universe) units, respectively.
So, ultimately, the September numbers further support the notion that, rather than to kick-start the direct market by bringing in huge crowds of people that have never set foot in a comics store before, DC mobilized the full potential of the market as it stands, in a way that hasn’t been managed since 2006. Which is still a great success, of course, given the economic situation and the sales erosion of the last couple of years.