I’m talking about definitive and sustained increase in sales of graphic novels, and even monthly comics, whether it be in books stores or comic shops, feeding off a mainstream success like a movie or TV show.

The lack of a clear destination for curious new readers for pretty much any Marvel property is the reason they don’t see a bump in readers from the success of their movies. Batman ALWAYS sees a bump when his movies come out because Year One, DKR, Long Halloween and Hush are clear easy choices. Walking Dead sees a bump in books stores and comic shops, in both trades and single issues. Because the only choice the reader has to make is do they want their Volume One to have 6, 12, or 48 chapters in it.

But that’s also why, as much money as WALKING DEAD is able to make for AMC and Image and Kirkman, it will never be as profitable, ultimately, as anything from Marvel. It is precisely the breadth and width of these properties that make them malleable enough to succeed in the mainstream marketplace. There’s no “starting point” because it is a virtually infinite thing, backwards, forwards, sideways, and slantwise.

I’m sure Marvel wishes they were selling more AVENGERS books in proper bookstores, but how are those WALKING DEAD action figures doing at Target? Will we have Rick turning up in cartoons, movies, or cereal boxes in twenty years?

It’s this strange thing we as fans do to ourselves, thinking that Barnes and Noble sales will redeem our hobby. I’ve begun to feel that it’s ok that comics are a niche market and rich soil for intellectual property.

The answer is 8 books with “X-Men” in the title. 7 books with “Avengers” in the title. No seminal stand alone tale to point to. No clear starting point.

There is no Walking Dead Vol. 1, or Batman Year One, or Dark Knight Returns, or Watchmen.

The Walking Dead has a clear sustained increase in readership thanks to the success of the show. The reason, unlike any Marvel property, is there’s a plain and clear book to pick up when you go into a book store (Vol. 1), and a clear progression of books to move on to when you’re done.

In other words, with the Avengers being seen by millions upon millions of people, why was Marvel unable to turn those viewers into buyers of graphic novels (or collections) at bookstores?

We ask this question after every big movie and the answer is always the same: movies don’t translate into sustainable books sales. It looks like a spike the month the movie is released is the best we generally get.

The Avengers movie was also far too light to work in book form. It was a popcorn summer blockbuster. Does not really make for a compelling reading experience.