In the wake of the cancellations by DC Comics of Birds of Prey, Blue Beetle, Checkmate, Legion of Super-Heroes and Manhunter, Marc-Oliver Frisch spies two more titles that seem to have crossed the line of death: Jonah Hex and Simon Dark.
They’re the only remaining DC Universe ongoing series that sell below 24,000, at least according to ICv2.com sales estimates for October. Actually, they’re well below: Jonah Hex #36 moved an estimated 12,629 copies, while Simon Dark #13 sold an estimated 10,404.
“Given that both titles are selling significantly below that marker,” Frisch writes, “there’s probably not much rope left for them, either.”
It seems like not that long ago, 20,000 was that magical point of no return for most books at DC and Marvel (not that a 4,000-copy shift would move either book back over the line). But the newly canceled She-Hulk supposedly sold nearly 23,000 copies in October; likewise, Legion and Birds of Prey were above that 20,000 mark.
I guess times change … quickly.
November 21st, 2008 at 12:16 pm
Honestly, as much as I love the book I am surprised that Jonah Hex is still going. Kudos to DC and to Dan Didio for letting it survive. The thought of it getting canceled leaves an empty feeling in my stomach. I do wish there were better marketing for it. I know non-super-hero fare is a hard sell in the direct market, but I can’t imagine anyone wouldn’t keep buying it after getting a first taste.
November 21st, 2008 at 12:36 pm
Legion and BoP don’t count. Both will be back in some form.
I wonder if DC would keep Jonah Hex going because the trades sell.
That said, I tried it and just didn’t like it. I like Westerns sometimes. I loved The Kents. This is not as good.
And I am baffled by She-Hulk, as it’s outselling a lot of Marvel books.
November 21st, 2008 at 12:46 pm
I suspect that Jonah Hex, much like a lot of Vertigo titles, has been supported this long thanks to trade sales.
And because it’s a great, great book.
November 21st, 2008 at 1:39 pm
The problem is that when the entire industry is geared towards the Direct Market, the titles that don’t appeal to the DM’s very narrow and very specific tastes (DC and Marvel superhero titles ONLY) are the first to get axed. The ultimate ironic twist is that these titles are the ones that would appeal to a general audience NOT comprised of nerds.
The decision to steer the whole industry into The Android’s Dungeon instead of Barnes & Noble will be the decision that undoes us. The deeper we go into economic recession, the more this becomes apparent. I’m not saying that JONAH HEX might have saved us all, but the Vertigo ethos (ie. create adult-oriented non-superhero fare for grown-ups reading novel-sized editions purchased at a book store) would have proven a smarter model than appealing to the collectors of monthly superhero singles.
“I suspect that Jonah Hex, much like a lot of Vertigo titles, has been supported this long thanks to trade sales. And because it’s a great, great book.”
- Rich
I agree, but if they stop producing monthly singles, there will be no material for a collected edition. The bookstore market is dictated to by the niche specialty market and that’s where the problem lies. To all the people who say that there are plenty of comic books available in TPB format at major bookstores, I say: Take a good look at that section. The content of that section is determined by the comic book specialty market, which mainstream readers have no interest in. They’re going about it ass-backwards.
November 21st, 2008 at 2:02 pm
The problem with the bookstore versus direct market argument is bookstores are failing as well. And that has nothing to do with their quantity of comic books. They have been hit hard by online sales as well as the Walmarts and Target book sections.
Also, it’s not an argument of the general audience versus nerds. If you walk into a bookstore, there are thousands of options for the “mainstream reader”. But really, it’s all just sections for niche readers. Not every book is a bestseller and not every book has to be to be successful.
The books were given a chance. I bought all of them and loved most of them. The loss of Blue Beetle is hard to take and the possible loss of Jonah Hex would be even harder. But most characters don’t get 100 issue runs.
My guess is the remaining books are afloat for other reasons, be it movie deals or possible movie deals, not just trade sales.
November 21st, 2008 at 2:35 pm
While book stores have suffered loss in 2008, ALL retail sectors have suffered loss in 2008. Really, it’s a problem across the board, associated with economic downturn. Should the economy right itself and consumer spending rise again, chain bookstores are more well-equipped to come back strong than local comic book specialty stores and that’s just a fact. Too many Diamond-fueled LCS will go out of business permanently in the current economic climate.
Seeing these low-to-mid selling titles get chopped because they don’t feature the X-Men is extremely disheartening. We should have made more in-roads to the mainstream non-superhero reading audience than we did.
November 21st, 2008 at 2:47 pm
Oh well.
I only buy two titles from DC and Jonah Hex is one of them. If DC cancels that title that’s just one less book I’ll be buying each month and $2.99 extra in my wallet.
November 21st, 2008 at 2:51 pm
“I agree, but if they stop producing monthly singles, there will be no material for a collected edition.” - D. Peace
Well, why not do what the Hernandez brothers are doing. Produce one, maybe two books each year consisting of brand new art and stories.
Really, if titles like Jonah Hex and the Vertigo line are selling better as trades then cut out the middle man and get rid of the archaic practice of selling over priced monthly “chapters” and go straight to the final book.
November 21st, 2008 at 3:00 pm
@ D. Peace: Dan’s got a good point though… Go into a bookstore, and what you’ve really got is a shop that’s divided up into to different niches, interests, and types of readers. Graphic novels are just another section, in that respect. In some cases, it’s probably a more popular section than others I’ve seen.
And can we drop the “nerd” stuff already? Watchmen’s a best-seller that’s currently a “hip” book to read. But those of us who read it 15-20 years ago… Are we nerds, or were we (well) ahead of the curve? When The Dark Knight makes nearly a billion dollars in box office worldwide, and the #2 film of the year behind that is Iron Man, is this stuff really just for “nerds”? Seems pretty “mainstream” to me.
Sure, the funny books don’t come close to selling at the same kinds of levels… But that’s more the fault of the industry not knowing how to get their books into more places than just the Direct Market stores, and getting said books into the public eye. There will always be some stigma to reading a comic book as an adult, I guess, but as I got off the bus for work this morning (we only have one car in the family, it’s big cost-saver) I saw an African-American man in his 30s most likely, sitting in a seat reading The Long Halloween. It made me smile.
November 21st, 2008 at 3:30 pm
@ D. Peace: I don’t disagree that they should be trying to reach a wider audience and I think they have been trying. A three-year run for Blue Beetle or Manhunter is a pretty good run. Yes, I wish it could be longer but did Hourman or Chase get that?
I also don’t disagree that the direct market is a problem, but I don’t think it is the problem. It’s not a good time to be in a print medium. Though the bookstores may survive, unfortunately, I wouldn’t bet on it. Borders has been trying to sell itself for almost a year and from the reports I have read need a great holiday season to remain open. Barnes and Nobles has had at least three losing quarters in a row.
I do hope the stunt marketing and events end, but for some reason, LCSs buy lots of issues and DC and Marvel will continue to run them into the ground. We don’t need the X-Men everywhere or the Avengers. But they sell right now.
There are lots of great titles out there that don’t have a Skrull or New God in it. We just have to buy the mid to low range titles and enjoy them before another revamp occurs.
November 21st, 2008 at 4:52 pm
I’ve heard elsewhere that the trades are keeping Hex alive. Apparently it also does well in Europe, where there’s a larger market for non-superhero genre comics, especially when illustrated by the likes of Jordi Bernet. Add that to the Hex movie (supposedly) in development, and I’d be surprised if it got the axe - or tomahawk, as the case may be.
November 21st, 2008 at 4:59 pm
It is kind of said to see these titles not selling well but it not just how the industry is now.I like the Idea of just selling them as novels in both hardcover and softcover editions.Not have any this silly long and complex story archs.Also like to see what Matt Wanger did all long time ago with his Grendel book Devil by the deed.That book did not have any word balloons it was all just caption.That was very smart idea(even though the book was too short in my opinon).
There will always be some stigma to reading a comic book as an adult
I wish that stigma goes away but whatever people will still be a bit stupid .Even thought most of comics and their readers are adults.
November 21st, 2008 at 11:52 pm
I think it to do with the progression of trades, and the tight economy is merely helping trade format’s cause. Thereby putting the singles format in dire situation.
Richard J. Marcej Says:
“Really, if titles like Jonah Hex and the Vertigo line are selling better as trades then cut out the middle man and get rid of the archaic practice of selling over priced monthly “chapters” and go straight to the final book.”
They make money with ad space they sell in the monthly format, Obviously it’s very profitable otherwise they’d given up their archaic monthly practice.
Worst part about this is that DC could actually make advertising money selling ad space with online comics.
November 22nd, 2008 at 12:46 am
I actually think that your local comic shop has a better chance to survive than many large chains. Most have already secured financing through Diamond. Those still around know how to survive hard times since they survived the collapse of the speculator bubble in the 1990s. Most also have a somewhat loyal customer base unlike major retailers.
Word from the financial sector is that Borders, along with Talbots and Circuit City, is going to have a tough time surviving past this Christmas. Apparently, allowing customers to lounge in your store reading your merchandise for free for hours on end is a bad model for making sales.
November 24th, 2008 at 12:44 pm
I am inclined to expect Jonah Hex’s survival. I hope I’m right, and I plan to keep reading it.
He’s not a hero. That’s part of the point.