I don’t want to put anyone on blast, but I’ve seen a few people saying, erroneously, that superhero comics sell more by the numbers, that they have the biggest sales overall and (most wrong of all) that they are the best selling comics globally. And, uh...Shounen Jump called. 📞

I’m not saying this to detract the historical and global importance of B2 comics... they were once huge. They are also old, so as far as historically, yeah they have decently big numbers. They are not doing those numbers now, or anytime in the past decade.
The best selling series, ever, by a Big 2 is Spider-man, selling 650 million since 1963. You can tally up all their series together but that’s a bit unfair so let’s stick to individuals. 650 is VERY respectable.
One Piece, Japans top selling collected manga, has sold 470 million....since 1997.
But that’s collected volumes...manga magazines are really a more equitable competitor to floppies, although not exact because, in fairness, they contain several series. That said, shounen jump has sold 7.6 billion. There are several other shounen magazines in that range.
no matter how you slice it, marvel or DC have NEVER done these kind of numbers, ever with their series combined. And manga sales are strong, getting better. Big 2 have rarely cracked 500k for single issues in recent years...their biggest steady peak was the early 90s.
Getting more recent, its really, really hard to find numbers on comics sales, and often y only see the diamond sales, which do not include traditional publishing. As effect, they leave out huge numbers of current comics from the picture and statistically make GN look small.
But look at numbers that include them, and things change. Arguments that GN have a higher sales point fall apart because...SH TPB (considered GN by diamond) sell for a HIGHER dollar amount generally.
DC by far tops that list, with Watchmen, a 35 year old comic that sold a respectable 20,000 or so in 2019. Compare to Scholastic’s best selling GN, the lower priced Dog Man: For Whom the Ball Rolls which moved 1.1 million. The top 10 GN were all above 200,000 units (in 2019).
The only metric by which SH comics can even be a part of the conversation, is by *historical* sales. Their recent sales are pretty slumpy or steady for their old standbys, while manga and GNs published by other companies are RAPIDLY growing.
And i haven’t even gone into things like Peanuts, an strip comics or the European Market.

More from Marketing

You May Also Like

I’m torn on how to approach the idea of luck. I’m the first to admit that I am one of the luckiest people on the planet. To be born into a prosperous American family in 1960 with smart parents is to start life on third base. The odds against my very existence are astronomical.


I’ve always felt that the luckiest people I know had a talent for recognizing circumstances, not of their own making, that were conducive to a favorable outcome and their ability to quickly take advantage of them.

In other words, dumb luck was just that, it required no awareness on the person’s part, whereas “smart” luck involved awareness followed by action before the circumstances changed.

So, was I “lucky” to be born when I was—nothing I had any control over—and that I came of age just as huge databases and computers were advancing to the point where I could use those tools to write “What Works on Wall Street?” Absolutely.

Was I lucky to start my stock market investments near the peak of interest rates which allowed me to spend the majority of my adult life in a falling rate environment? Yup.
The entire discussion around Facebook’s disclosures of what happened in 2016 is very frustrating. No exec stopped any investigations, but there were a lot of heated discussions about what to publish and when.


In the spring and summer of 2016, as reported by the Times, activity we traced to GRU was reported to the FBI. This was the standard model of interaction companies used for nation-state attacks against likely US targeted.

In the Spring of 2017, after a deep dive into the Fake News phenomena, the security team wanted to publish an update that covered what we had learned. At this point, we didn’t have any advertising content or the big IRA cluster, but we did know about the GRU model.

This report when through dozens of edits as different equities were represented. I did not have any meetings with Sheryl on the paper, but I can’t speak to whether she was in the loop with my higher-ups.

In the end, the difficult question of attribution was settled by us pointing to the DNI report instead of saying Russia or GRU directly. In my pre-briefs with members of Congress, I made it clear that we believed this action was GRU.