Now that DC’s weekly test of endurance 52 is into its third month, retailer Ryan Higgins has decided that it’s time to talk sales, over at Your Mom’s Basement:
Issue #7, which hit shelves on June 21, revealed Booster Gold as a phony, and gave us the first appearance of the soon-to-be Batwoman—Kate Kane. Naturally, one would expect this issue to fly off the shelf.
Issue #7 only sold 69 copies [at my store] in its first week, easily the series’ weakest performance yet. Customers know what to expect with 52: A new issue, every single week, for 52 weeks. Of all the times to jump ship, why did readers pick this issue? For the answer, let’s take a quick look at what else came out this week.
The week of June 21 was a gigantic one for big releases, with All-Star Superman, Astonishing X-Men, Captain America, Eternals #1, Flash #1, Justice, New Avengers, Superman/Batman, and Uncanny X-Men. Is 52 a book people just throw on their stack if it’s a light week? The majority of the customers I’ve talked said they’re in for all 52 issues, for better or for worse. After last week’s amazing sales, a drop like this worries me. Maybe casual customers are giving up on 52 already…and maybe it’s good that we lowered our orders to 100 copies from here on out.
With Rich Johnston reporting that “52 has been such a big success that there’s talk at DC about it continuing it in some form or another, to keep the momentum, possibly as a bi-weekly,” perhaps DC might want to wait for a few more months of sales figures before making such a decision…