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Marvel’s Female Problem

November 15th, 2011
Author Graeme McMillan

I am both stunned and entirely not surprised by the news (so far unconfirmed by Marvel) that X-23 has been canceled. Not surprised, because I’ve seen the sales figures and Marvel is undergoing a very public belt-tightening period right now, but stunned because this means that Marvel will now have no ongoing solo title with a female lead character, which seems… almost unimaginable, really. I can’t believe that this isn’t something that won’t be addressed – i.e., fixed – as soon as possible, but still: Come February, there will be no solo female ongoing series from Marvel.

As hard as it is for me to get my head around that idea, it shouldn’t come as that big of a surprise; Marvel doesn’t have the female iconic lead character like DC’s Wonder Woman, and has struggled throughout its entire existence to try and fill that gap (Who’d be the closest Marvel has to a WW? Storm, perhaps? The Invisible Woman, just by her sheer longevity?). It’s a problem not helped by the fact that a lot of its high-profile female characters are simply variants on more established male characters (She-Hulk – whatever version – or Spider-Girl/Spider-Woman – again, whatever version. Or Ms. Marvel, for that matter, or X-23 herself. And remember the appallingly-named Rescue?), which makes them appear even more like after-thoughts than they may actually be. But, still; this is a publisher that has only recently had a year of Women at Marvel, complete with a Girl Comics mini and a couple of Women at Marvel collections. And now there’s not going to be a regular ongoing series with a female lead? That’s terrible – And I’m not sure whether Marvel, the market or some mix of the two are really to blame.

27 Responses to “Marvel’s Female Problem”
  1. ThePants Says:

    you HAVE to blame the market ~ How hard has Marvel tried? Ms. Marvel? Arachne? Spider Woman? X-23? Female Black Panther? She-Hulk? all have been given multiple shots, with tons of marketing.

    there’s also still Ghost Rider and aren’t several X-titles female led and/or front loaded? (Legacy, Generation Hope)

    Also, slam on Marvel, but how many of DCs female leads aren’t derivative of Male characters besides Wonder Woman. Even Catwoman is kind of a bat knock-off…

  2. Aaron Poehler Says:

    Oh come on, Marvel not publishing Spider-Man comics would be “unimaginable”, Marvel not publishing series that inevitably lose money is entirely imaginable. It’s not like the company has some long history of publishing female-led series they’re turning their back on here — they have never really had a successful solo female character lead, so there’s nothing at all shocking here.

  3. Maverickman874 Says:

    I was wondering how long it was going to take you to publish a post regarding this. Anyways the news itself doesn’t come as a surprise. It’s all about sales at Marvel. If the sales on their books, led by female protagonists or otherwise, were high enough you wouldn’t see cancellations. You are probably going to see cancellations of 3 or 4 titles in 2012.

    It’s not too hard to predict. Instead of lamenting the loss now, why not promote lower selling titles at Marvel which you read and love ?

  4. William Goodman Says:

    With as many Avengers books as there are right now, why can’t we just have an all women Avengers team?

  5. Alexa D. (Ladies Making Comics) Says:

    I agree with William! (Funny running into you here, btw)

    Seriously though, Marvel should try its own Birds of Prey-type book. Actually, just take the women of Nextwave and Marvel Divas, (so: Monica Rambeau, Elsa Bloodstone, Tabitha Smith, Black Cat, Firestar, and Hellcat) plus X-23 and I would buy the hell out of that book. With occasional cameos by the Daughters of the Dragon. :D

    Oh damn, why is that not a thing? I really really want it now.

  6. Sallyp Says:

    Meanwhile, DC has Birds of Prey, Wonder Woman, Catwoman, Batwoman, Batgirl, and had Gotham City Sirens and Power Girl to boot. It would be nice if Marvel could come up with some equivalents.

  7. Maverickman874 Says:

    @Sallyp

    Marvel’s stable of female characters has always been strong. Marvel’s sales threshold for books has always been higher than DC both before and post reboot. In fact the cutoff number must have been raised higher because of the demands of the CEO.

    The real question is why fans don’t buy the books or support when marvel puts them out. Instead of preparing lists and comparing publishing practices, support the books with your cash. X-23 was consistently good comics from issue one. Instead you have people talking about dreck like Red Hood, Voodoo and Catwoman. What’s worse is that the exposure, good or bad, raises sales on those books.

    Support Avengers Academy and Thunderbolts with your cash if you don’t want them to get cancelled.

  8. C. Christian Scott Says:

    Marvel really made a solid push for female characters and creators over the last couple years (at least). X-23 getting cancelled isn’t a reflection on them in any sense other than them not being able to keep titles to sustain sales if they aren’t top tier, like Avengers, X-Men, Cap, Iron Man, Spidey and so on.

    I’ve heard a lot of terrific things about the X-23 title, so it’s sad. One of those situations where I couldn’t have gotten myself interested in the character (Wolverine I already don’t enjoy much. Spin-offs of him are even less enticing), but the creators were taking risks and doing some fun stuff. Doesn’t normally give you high sales, but the readers already on board tend to love it.

    I do see Storm as Marvel’s closest to Wonder Woman, save for the fact that she’s always been based in a team, and never done a solo book. Also, since she’s one of (what’s the number now?) many, many mutants, it’s harder to give her her own mythos.

    But yeah. Sad, but not Marvel’s fault. Some of DC’s female-lead books aren’t ones I can say I’m happy with being on shelves (while others are terrific). I’m sure they’ll get something new in the mix soon, either way.

  9. Ginger Says:

    only marvel femal book’s i ever enjoyed where the mayday spider girl by frenz all 135? issue’s. she hulk and ms marvle I also enjoyed.

  10. Robert Says:

    I didn’t even know there was such a title as X-23. She must have been hiding out in the Marvel ghetto. Maybe they should have had her join the Avengers. That might have helped. Because all the male Marvel writers are such experts at portraying females in comics. I say fuck Marvel.

  11. Robert Says:

    Nobody wants to pay $3.99 to read about a spandex clad woman written by some male comic book writer who probably just mentally reached puberty. That’s the truth and you can take that to the bank.

  12. C. Christian Scott Says:

    Robert, X-23 is written by Majorie Liu. Not a man. Not sure on the price, but I agree, any standard-sized comic over $2.99 is normally on my must-not buy list.

    Thing is, some of the most beloved books out there are still crap for sales. I think there’s a feeling that DC and Marvel have put out more and more titles to fill shelves over the years than simply because they believe the books are good or have a reason to exist. So when a title is actually really well-done, original, or has some hidden potential, it’s nearly impossible to get enough people to take a chance on it if it doesn’t have an X/Avengers/Justice League moniker in the title.

    I don’t know if there ever was any real demand for an X-23 solo book, but Marvel at least at the stones to try it. Now, that kinda’ sounds stupid, because the way they flood the market, they seem to be willing to try ANYTHING. But this was a female lead book with a female writer (one of several Marvel has had lately). It may’ve been lost in the shuffle, or it may not have been good, I don’t know. But give ‘em credit for trying.

  13. silvanthalas Says:

    “The real question is why fans don’t buy the books or support when marvel puts them out.”

    I think a lot of the problem is the fact that Marvel already puts out too many core X-Men titles as it is.

    Let’s say you’re on a budget – maybe half a dozen titles a month. Well, now Marvel just added another core X-Men title with Wolverine & the X-Men. So if you want to keep up on the core, you’ve got to drop another title, like an X-23.

    People are likely already choosing between core titles and solo/spin-offs. And when you’ve got X-Men, Uncanny X-Men, Wolverine & the X-Men, and then Astonishing X-Men, X-Men Legacy, Uncanny X-Force, Generation Hope, I’m sure I’m forgetting one or two…

  14. justsaying Says:

    Or look at it the other way – Dynamite and Top Cow have lots of titles featuring female leads but…

  15. Maverickman874 Says:

    @silvanthalas

    great point about too many titles cannibalizing sales of other titles as fans have limited budget and concentrate on “core” books. That certainly could contribute to the poor sales.

  16. Darth Rath Says:

    She isn’t as popular or stands out like Storm or She-Hulk but I feel Valkyrie is closer to a Marvel version of Wonder Woman based on the whole mythology aspect. I absolutely love the Valkyrie character and I have been waiting for her to get her own solo book for years.

    Oh well, c’est la vie.

  17. D-Man Says:

    I vote for Storm. She’s powerful, worldly, popular, striking in appearance and it would be nice to see Marvel have an African American female as the lead (DC’s trying it with Voodoo). Opposite Storm as Marvel’s Wonder Woman is Ms. Marvel. But she had her shot, now let’s try Storm.

  18. Zach Says:

    Jesus, there are only like 8 solo characters at Marvel that can hold down a solo series for more than a couple years at a time (Spidey, Hulk, Wolverine, Cap, Thor, Iron Man, Punisher and Daredevil). The rest of the line is made up of team books (which usually have a number of women, second-tier characters that can support a solo book for a while but not indefinitely (Surfur, She-Hulk, Black Panther, Ghost Rider, etc) and books that will get insta-canceled (Hawkeye’s recent ongoing, Herc’s recent ongoing, etc). While it’s a shame that Marvel doesn’t have a female character that can support her own solo book indefinitely, it’s not BECAUSE female characters don’t sell. It’s because fanboys only reliably support a few concepts/characters in comics.

  19. Rubin Says:

    Looking at Marvel for women to capture an ongoing title should be hard. Their strongest women or at least the most iconic are all attached to teams. Sue Storm, Storm and Jean Grey are the big names. In the eighties, She-Hulk had her time. The Phoenix may rise again and that doesn’t change the problem. The real female stars are on team books. Even Wasp. Those team books are popular.
    If J.H. Williams did The Invisible Woman, that would change things.

  20. John Says:

    @Zach

    re: “it’s not BECAUSE female characters don’t sell.”

    No, not entirely, but that’s a big part of it because they historically don’t.

    re: “It’s because fanboys only reliably support a few concepts/characters in comics.”

    Or to put it another way, it’s because fangirls don’t support these kind of books in big numbers when Marvel does put them out. Or rather, they don’t have the “numbers” to support something enough to be a big seller. The new Wonder Woman book sells because the majority of fanBOYS like it. Not because women are so gaga over it they’ve turned out in huge numbers to “make” it a big seller. So for someone to say that a book with a female lead doesn’t sell because they traditionally don’t speak to fanBOYS is simply an inane statement. The truth of the matter is that the only reason books with a female lead character sells as good as it does is precisely because it has fanBOY support. If women were the only audience for comic books, there would be no comic book industry, period.

  21. S Earl Says:

    Ghost Rider is female

  22. Zach Says:

    John, you gotta be kidding. Wonder Woman always sells like crap, except when you have A-list talent on the book, like when Heinberg/Dodson had a run, or now when Azzarello and Chiang are doing it as part of a line-wide initiative. Otherwise, it sells what, around 30k a month? If gender is big part of the lack of female-lead books, how do you explain the failures of COUNTLESS other books that have male leads? More than ever, we’re in an industry where only a handful of characters are successful, not because they have amazing creative teams (though that helps) or amazing stories (definitely not the case, look at anything Jeph Loeb has published), but because fans have an allegiance to them.

  23. 200 people from the CBR X_Books Forum Says:

    ITS PYSLOUCKE WE LIKE PSYCLOUKE

  24. nowwhat Says:

    @ S Earl Marvel heard you and canceled Ghost Rider.

  25. Michael C. Says:

    It is curious that Marvel can’t support a female-led title while DC can. I know the sales threshold is different, and DC has more iconic female characters, etc. Still, it is curious. It’s nice that both companies make an attempt, but overall neither really supports women all that much because the sales just aren’t there.

    @Darth Rath – I have avoided Marvel events for years, but have been picking up the Fearless simply because it’s basically a Valkyrie-led title. It’s actually pretty good, and I would love it if Marvel was able to push her up a few notches in popularity, even if it was only to support an occasional mini-series or something.

    @Rubin – Man, oh man… I would go nuts for a J.H. Williams III Invisible Woman title. It just kind of blows my mind.

  26. Debaser Says:

    Wow the Marvel defense force really came out in full uniform for this one huh?

    Make excuses all you want, but the fact that Marvel is publishing ZERO titles with a non-white (Outside of USM which isnt even in continuity), non-male, and non-straight lead is utterly pathetic. Could you imagine the kind of backlash DC would be getting this is the case? It’s ridiculous and really speaks to the inherent bias in comics journalism when it comes to Marvel vs DC.

  27. Zach Says:

    Debaser, War Machine is still being published. Also, saying that USM is out of continuity is pretty pathetic. It’s a high-selling book with a NEW character that had a ton of mainstream press/attention. Why do you care if it “isn’t even in continuity” (even though it is, the Ultimate U has its own continuity)? Additionally, please count the number of characters with solo ongoings at Marvel right now. Now count which ones weren’t created by Stan Lee 40 years ago. Now subtract the ones that aren’t Wolverine or Punisher. It’s not that fans won’t read books with minority leads, it’s that they won’t (in large numbers) read books that aren’t about preferred characters. If Stan Lee had made Thor a Peruvian woman with a wheelchair, fans would be reading that.

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