Diversity Isn't Your Problem with Marvel
by Duy Tano
I hate talking about comic book sales. I hate it. Most people, when talking about comic book sales, refuse to take in the context. I explained all that here some years back, when some hack writer decided to use sales as evidence that he was the right guy for a book, but the long and short of it is this: one book or company being down in sales compared to a previous period doesn't matter if the entire industry is down in sales.
You know what matters? Market share. And not "unit share," which is the number of units sold by a particular company sells divided by the total number of units sold by the industry. What matter is dollar share, which is how much money a company or book makes divided by the total amount of money the industry brings in.
Why dollars? Because this is a business, and like all businesses, the money is the bottom line. You need money to make more, and whoever's making more money leads the market. Pepsi could sell out and sell everything at 50% off, and it won't matter because Coke will still make more money. (Or the other way around. Whatever.)
Why value revenue and not profit? Because in most businesses, you have a revenue-generating department and a cost-cutting department. Revenue generation is what the writers, artists, editors, and the like are brought in for. Cost-cutting falls to the people who decide what type of paper to use, how many issues to print, and whatnot. Both jobs are important, but we as fans measure the first guys.
I say this now because I see people saying that the reason Marvel is down in sales is because of its "leftist agenda" and "forced diversity". But look. Marvel's dollar share in February 2017 was 37% compared to DC at 30%. This is, in fact, down from February 2016, when Marvel's dollar share was 41% compared to DC's 26%. So you'd think Marvel was doing something wrong. And then you remember, hey wait, DC just did a reboot. So what was it like the last February when DC did a reboot, meaning February 2012?
Oh look, Marvel led that with 36%, compared to DC's 29%. That is statistically the same thing as February 2017.
But some people, who could use a basic course in Economics, see that the volume is decreasing in absolute value, and proceed to look for what's wrong. They see the thing that is different from when they were collecting comics and sales were "higher." (Newsflash: comics sales have been declining since the late 50s.) So they latch on to that thing, in this case, the fact that Marvel has a line of characters featuring minorities and women. All of the possible reasons to discuss why comics sales are flagging, and that's what they latch onto. That's the thing they have a problem with.
I'm not saying that flagging comic sales aren't a problem, because they absolutely are. But when Marvel and DC combine for 67% of the market share, as they have for at least the last five years, their individual content isn't the issue. If other comics companies were making more business, then Marvel and DC would have less share, because another company would have increased its share by now. The problem with the industry is built into its infrastructure: the pricing, the format, the materials used, the capex. It's not the content when their market share remains the same as ever.
To illustrate, let's say there are only 100 dollars to go around each month. Marvel makes 35 (35%), DC makes 30 (30%), everything else makes 35 dollars (35%).
Now, if fans really had a problem with Marvel and quit comics because of it, then Marvel sales would decline. Let's say they lose 5 dollars. But everyone buying DC and everything else is still the same, so now there are only 95 dollars to go around. Marvel makes 30 dollars (31.5%), DC makes the same (31.5%), and everything else splits the remaining 35 dollars (37%).
Do you see? If this were an isolated incident — Marvel, and only Marvel, losing sales — everything else goes up in share. And if Marvel and DC both lost sales, then everything not them goes up in share. But share is steady, meaning the decline is steady throughout the industry.
So there you are. With market share basically being the same as it was five years ago, the issue is industrywide and is built into the infrastructure. It's not about the individual content of each book or company. So if you're complaining about Marvel declining in sales and the first thing you do is blame a "social justice agenda" or a "push for diversity," just think about that for a second and consider the possibility that diversity isn't your problem with Marvel. Maybe, just maybe, diversity is your problem with life.