DC Comics Relaunch: DC’s Strategy, Marvel Comics, & The State Of The Industry

Columns, Top Story

There’s been a lot made about Marvel Comics’ lack of a response to rival DC Comics historic Relaunch of its entire main super hero line in September 2011. A slew of new ongoing series starting with #1’s, plus limited series to begin to be rolled out in a October 2011. This is “historic” due to the fact that while the industry has seen relaunches before, they haven’t been at this scale with line-wide #1’s.

Despite Marvel continuing to maintain a childish tone with infantile shenanigans, the fact is Marvel doesn’t need to counter DC’s historic relaunch decision. The fact is Marvel has been the dollar share and unit share leader for years.

In May 2011, Marvel had 42.45% dollar share to 46.35% with a differential between dollar and unit of 3.9%. This contrasts with DC’s 26.68% dollar share to 28.37% with a differential of 1.69%. These numbers tell us that Marvel puts out a lot of books and naturally dominates sales.

There is one small silver lining here for DC, but they can not rest on the fact that its more conservative approach has led to a more advantageous per-book profit measure when one compares each company’s respective dollar to unit share differential (DC’s 1.69% to Marvel’s 3.9% differential). Companies should strive for equal dollar and unit share or better yet higher dollar share to their unit share.

However, let’s be clear, the May 2011 figures are not good for the industry with no book from anyone garnering over $100K. And May 2011 to May 2010 comparisons show a 14-15% drop in unit and dollar share. More on the May 2011 numbers can be found at CBR.

The fact is despite the gloomy current state of the comics industry, Marvel is the King.

DC’s bold move may be good for itself as well as the industry as a whole if it continues the sustain the unprecedented national and international news media attention.

If DC can get new, casual or lapsed fans into stores, these fans may also be attracted to the offerings of other companies too. Getting folks into stores is key. That is good for all comics companies and comic shoppes.

Also having same-day digital strategy, while controversial, may bring in the newer than new ‘new age’ fans the industry needs.

Plus by integrating Wildstorm characters into the DCU, the company is making a play for the return of lapsed Wildstorm and Image Comics fans that fuelled the 1990s industry boom as well as more recent demoralized fans that have seen Wildstorm flounder under DC for years.

And, the holding the line at $2.99 strategy may allow for more sampling of their new #1’s. A fan can choose 3 of Marvels’ $3.99 books or 4 of DC’s $2.99 books.

As a long-time fan, I’m not worried about any relaunch/reboot. DC does this in some fashion every 10-15 years so. This time we get a lot more new 1’s out of it. Veteran fans shouldn’t worry about the relaunch since from a story integrity perspective, the relaunch has an in-continuity rationale through Flashpoint. It’s not like DC just said ”let’s start over in September and forget the past”. It appears that “they”, including creators, tried to acknowledge the continuity love of existing DC fans with the need to refresh the line.

In the end, whether new, casual, lapsed or veteran fan, what will keep people with some of their new DC offerings will be what’s within the covers – story and art. With some of DC’s non-traditional choices like large doses of dark magical books, gritty edge books, and a few period pieces amongst the other anticipated super-hero norms, there may be more to choose from for fandom from DC than in the past.

Despite all that, Marvel still dominates unit output and dollar share. They can sit pretty and see if DC’s anticipated September bounce will be significant or not and whether any boost is sustainable.

With DC’s great risk may come great reward or great failure. But despite Marvel’s industry dominance, the industry and DC does need a bit of a kick. Those May 2011 numbers make that case. Will DC Comics Relaunch do that? We’ll find out soon.

What does Marvel have to do? Nothing, yet. It is the King and DC, right now, is the Bishop (I didn’t want to type Queen) on the industry chess board. However, a healthy and truly competitive rivalry between Marvel and DC will benefit the entire industry, if it comes to pass.

John is a long-time pop culture fan, comics historian, and blogger. He is currently the Editor-in-Chief at Comics Nexus. Prior to being EIC he has produced several column series including DEMYTHIFY, NEAR MINT MEMORIES and the ONE FAN'S TRIALS at the Nexus plus a stint at Bleeding Cool producing the COMICS REALISM column. As BabosScribe, John is active on his twitter account, his facebook page, his instagram feed and welcomes any and all feedback. Bring it on!