CBR’s Brett White has some thoughts about Marvel’s attempt to focus on female leads, and their performance in the marketplace:
“Captain Marvel,” “Journey Into Mystery” and “Red She-Hulk” are all selling between 20,000 and 23,000 copies a month. To put that in perspective, the company these three books were keeping on the November 2012 sales figures (“Avengers Academy,” “Age of Apocalypse,” “Defenders” and “X-Treme X-Men”) have all been cancelled. Comparing these sales figures to their DC counterparts is even more disheartening (as a Marvel fan who wants to see these books succeed, that is. It’s great for the industry!). “Batgirl” comfortably sells 50,000 a month. “Catwoman” and “Wonder Woman” are just a little behind at 40,000. “Batwoman” is leveling out in the mid-30,000 area. Objectively, I am pleased that DC has success with their female headliners. That’s a step in the right direction. I just want the same thing for Marvel.
White points out multiple times that he hasn’t heard any rumors that these three are anywhere near cancellation, and isn’t trying to start a scare – But his math isn’t off, and neither is his noticing that DC’s female-centric leads are selling better. Why is that? It’ll be curious to see how Fearless Defenders and especially Brian Wood/Olivier Coipel’s X-Men fare – Marvel has traditionally been stronger with team books, so will all-female teams resonate more with the Marvel readership?