John Jackson Miller

Digital Comics Update: Doing Great in Some Non-Specific Way

Justice League #1 - Record-setting sales for DC's digital comics

While still a fraction of print sales, digital comics continue to grow. (Digital comics being comic books you read on the web and mobile devices like the iPad and Android phones.) Great news, right? I’m a big believer in digital comics. But it’s not so easy to know exactly how much they’re growing or whether everyone’s just really excited about a lot of unsubstantiated press release hype.

Within a week of each other, the largest comic book publishers in North America both claimed that sales of one of their digital comics surpassed their own records for digital sales. In both instances, the record-setting digital comic was released on the same day as its print counterpart was released in comic book stores. DC Comics announced in this interview with Salon the good sales news for Justice League #1 by Geoff Johns and Jim Lee, the launch title for their ambitious and highly publicized New 52 initiative.

Jim Lee: [B]ased on recent numbers, certainly Justice League No. 1 has surpassed the recent highs in comics sales. [...] It’s also setting records digitally. I can’t give numbers, but on the first day it set a record for us.

Salon: Once you compared the volume of DC’s digital comics sales to dental floss. Is it up to dental tape now?

Jim Lee: It’s too early to say.

Marvel Comics later issued a press release for their announcement regarding Ultimate Comics Spider-Man #1 by Brian Michael Bendis and Sara Pichelli, where the webbed adventures begin for the half-black/half-Latino Miles Morales.

The trick? Neither publisher actually revealed any concrete sales data.

This has caused a bit of consternation among comics industry watchers, who are trying to understand the actual strength of digital comics and sales of comics in general. As The Comics Reporter‘s Tom Spurgeon wonderfully puts it, sales figures are usually only hinted at or used for hype by publishers like DC and Marvel, resulting in the “I have a girlfriend in Canada” of sales analysis.

Ultimate Comics Spider-Man #1 - recording-setting sales for Marvel's digital comics

Looking outside of comics, most entertainment companies don’t share honest sales numbers because they consider that proprietary information, but those other industries have something comics doesn’t have – a third party tracking sales through reasonably objective means. Put bluntly, comics needs a Nielsen. The best we have are the sales estimates put together by ICv2, John Jackson Miller’s The Comics Chronicles, and a few others. These are best guess estimates based off charts provided by the largest distributor of comic books, Diamond Comics. But they’re only counting comic book stores in North America. There’s little to no coverage of book stores, no coverage of subscriptions, no sales to libraries and schools, nothing from the UK and other countries, no newsstand sales (meager but still out there), no sales from other outlets like grocery stores. To be sure, North American comic book stores are the dominant sales channel for print comic books. But it’s not the entire picture. What’s more, the sales estimates are determined by using Diamond’s odd index numbering system constructed around everything’s relative sales to that month’s issue of Batman. So if you figure out the sales of Batman in any given month, you can figure out the sales of everything else in that same month. Why Batman of all things? It’s mostly arbitrary but its sales have been historically pretty stable due to the character’s popularity and longevity of the series. On top of all that, the numbers only reflect what comic book stores are ordering. We have almost no idea about sell-through to actual paying customers beyond anecdotal reporting and the assumption that most stores are ordering month-to-month close to what they think they can sell. Needless to say, the accuracy of these estimates has been disputed and called into question. Some say it gives a fairly reasonable picture and is better than nothing, which is true. But numerous comic book creators have gone on record to say that the estimates are wrong when compared to their royalty vouchers and other internal accounting statements.

So we’ve got an entire industry more or less groping in the dark trying to feel out the shape and size of their own business. But it’s the best we’ve got, so numbers are put under the microscope. At least there’s something for print comics. Digital comics have vague statements of modest to booming success. ICv2 estimated earlier this summer that digital comics sales are generating between $6 to $18 million a year, with sales doubling from 2009 to 2010. Archie Comics boasted nearly 2 million downloads back in January. ComiXology, the undisputed largest digital comics provider, trumpeted surpassing 1 million downloads at the end of 2010, and their main Comics app was recently the second grossing iPad app, outselling the popular app for the Angry Birds game. IDW Publishing announced over 1 million downloads of their various digital comics apps back in April. Plenty of similar announcements have been made. It’s great news because it confirms that there are a lot of people interested in comic books. But how many of those downloads generated money. It’s free to download almost all digital comics apps, and there are plenty of free comic books available to download within each app. How many of those millions are paying?

What we do know is that digital comics is one of the biggest growth sectors for comics. The independent comics publisher SLG Publishing recently announced they were switching to digital first distribution. The transition will see the end of print comic books from the publisher. Issues will instead be released only as digital comic books that will eventually be collected and released for the first time in the physical world as print graphic novels. While several publishers have abandoned the single issue comic book format to strictly graphic novels, this is the first significant comics publisher to transition their serialized stories to the digital space. SLG was among the first publishers to embrace digital. They are one of the few that allow full ownership of their digital comics through their Eyemelt store, which sells .pdf, .ePub and .cbz that can be used anywhere. (ComiXology and other digital comics providers are technically leasing you the right to view images of comics files, which can be and have been taken away or locked.) SLG comics are also available on iBooks, Barnes & Noble’s Nook, ComiXology, iVerse’s Comics+, Graphicly, and Panelfly.

According to SLG publisher Dan Vado, much of the company’s marketing has not been focused on digital, so their sales there have been promising but not exceptional. In fact, in a surprising break from the above trend, Vado was willing to make public some of the company’s digital comics sales figures.

The best selling downloadable comic we have had is The Griffin #2 at around 200. This is like a 20 year old comic I did for DC Comics.

Most of the other books have struggled to get to triple digits.

How does that one digital comic stack up against the digital sales of Justice League #1 and Ultimate Comics Spider-Man #1? I’d like to believe there’s a significant difference but who can tell? For whatever it’s worth, Justice League #1 has 318 reviews on ComiXology, while Ultimate Comics Spider-Man #1 only has 58, at the time I’m writing this. Not everyone that buys and reads a digital comic will submit a review of whether it was a 5-star comic but that seems like a bare minimum at least. Except that anyone can leave a review whether they’ve read the comic or not, as long as they’ve logged in.

As The Beat’s Heidi MacDonald points out in the above link, SLG’s most popular and well known property is probably Johnny the Homicidal Maniac by Jhonen Vasquez and that will be released digitally next year. Vado expects that to be their top digital seller very quickly, especially since they will have ramped up their marketing efforts focused on new readers instead of readers that already own the print version. If Vado continues to be as transparent, SLG could be a very interesting case study of a publisher transitioning to digital. And in the process, he could give us a better idea of the actual strength and success of digital.

Everyone Back to 1: Thoughts and Theories on DC Comics relaunching superhero comics synched with digital initiative

Justice League #1 by Geoff Johns & Jim Lee (DC Comics) - Hitting the cosmic reset button

In a bold gamble, DC Comics announced yesterday at their own blog The Source, USA Today (part 1 and part 2), and a letter to comic retailers that they would be replacing all of their long-running superhero comic books with relaunched stories starting over at issue #1. Each issue will be released digitally across DC Comics’ multiple platforms the same day as the print version’s release, a major shift in policy that was protecting comic shops from digital competition.

Digital comics provider Comixology has confirmed via Twitter that it will be continuing their partnership with DC Comics on this new digital initiative. New issues will appear simultaneously on Apple’s iOS (iPad, iPhone, iPod Touch), the Android and their web-based DC Store, although exact pricing has not been revealed. Digital comics are generally priced at $1.99 for a standard comic book that’s been converted to their guided view digital form. Past experiments with day-and-date releases have been priced at the higher cover price of print comics, usually $2.99.

As for the books themselves, exact details of what’s changing, what’s staying the same, and who will be working on what books, are slim. More will be revealed throughout June.

What is known is that starting August 31, 2011, a brand new Justice League #1 will be released. The following weeks, it will be joined by relaunched Superman, Batman, Wonder Woman and other titles. In total, DC Comics will debut 52 comic books, approximately 13 a week! The stories will feature younger versions of their recognizable heroes, redesigned by artist and DC Comics Co-Publisher Jim Lee, and are meant to be ideal for new readers.

Justice League will be helmed by Lee and DC Comics Chief Creative Officer/writer Geoff Johns. Both Lee and Johns are responsible for a lot of popular titles from DC, so it seems only natural to team them up for the comic about their premiere superhero team.

Comic Book Resources has rumors on other titles, including Superman being written by Grant Morrison, an award-winning and critically acclaimed writer that has been shepherding Batman for the last several years. He wrote All-Star Superman, a quintessential take on the iconic character, to nearly universal acclaim in 2005-2008. A previously announced new Aquaman series by Geoff Johns and artist Ivan Reis is also expected to be part of the new universe. The two had previously collaborated on successful Green Lantern stories, including the big Blackest Night event.

The question of course: Will this work? (more…)

LA Comics News Roundup: publishers kickstart 2011

All the news that’s fit to shove through internet tubes. Here’s the world of comic books and graphic novels in LA and beyond over the last week or so, with some commentary:

= Boom! Studios Editor-in-Chief Matt Gagnon gets the prestigious Comics Reporter Holiday Interview treatment, talking about the culture and climate of the LA-based publisher and his journey to his current position. Read it

= Silver Lake store Secret Headquarters was named Bookstore of the Week by the LA Times book blog Jacket Copy. More acclaim for a shop that in 2008 was named one of the World’s 10 Best Bookstores by The Guardian. The LA Times article also gives mention to local LA artists Martin Cendreda (Catch Me If You Can) and Sammy Harkham (Crickets). Meanwhile, I have somehow still not checked out this store. Read it

= The ever-expanding Comic International: San Diego could add a balloon parade through downtown San Diego to kick off the festivities. City Council District 4 President Tony Young, a self-proclaimed comic book collector and fan, floated the idea in his New Years address and expanded on the idea in an interview. Read it

= Comics industry numbers from Diamond Comic Distributors, the primary method comics publishers get their comics and graphic novels to comic book stores and other outlets, has released their reports on 2010 and as expected print comics took a hit. “Annual sales of comic books, graphic novels, and magazines to the comic book specialty market declined slightly in 2010, down 3.5% from 2009.” Comics industry number-cruncher John Jackson Miller estimates that the industry generated $415 million last year. The comic shop market hit a peak of $437 million in 2008. However, he counters this gloom with data showing the fourth quarter of 2010 ending 2% up from fourth quarter 2009 due to graphic novel sales. This supports some cautious optimism from some as early signs of a turnaround. Read it: part 1, part 2, part 3 (more…)