DC Comics reports Thursday morning that their "New 52" publishing initiative has resulted in the sale of 5 million comic books in six weeks, what the publisher described as their "best comic books sales in more than 20 years … bringing fans back into comic book stores across the country."
"We are thrilled by the overwhelmingly positive response from retailers, fans and the creative community to DC Comics -- The New 52," said DC Entertainment President Diane Nelson in a press release. "This was a bold publishing initiative that is reinvigorating and growing the industry and medium we love."
“We did more than just change Superman’s costume and renumber the entire line. We took a huge risk and it’s paying off,” said Jim Lee, DC Entertainment Co-Publisher and artist of Justice League. “Comic book retailers are seeing returning fans and as well as new readers flock to their stores.”
DC has updated some of the benchmarks for the "New 52s" first month of sales. According to the publisher:
Justice League #1 has sold more than 250,000 copies.
Action Comics #1 and Batman #1 have both sold more than 200,000 copies.
Detective Comics #1, The Flash #1, Green Lantern #1 and Superman #1 have all sold more than 150,000 copies.
Aquaman #1, Batgirl #1, Batman and Robin #1, Batman: The Dark Knight #1, Green Lantern Corps #1, Green Lantern: New Guardians #1 and Wonder Woman #1 have all sold more than 100,000 copies.
In the comic book Direct Market, "sales" refer to orders placed by and filled to comic book retailers through Diamond Comic Distributors. The sales benchmarks includes orders from multiple printings.
“People are buying, reading and talking about a line of comic books in a way they haven’t in years,” said Dan DiDio, DC Entertainment Co-Publisher. “We’re thrilled to see the passionate response fans have had, but this is just Step One for us. Now our plan is to keep the momentum and enthusiasm going.”
While not revealing specific figures as per their policy, DC also called digital sales of "The New 52" (which are now sold on the same day, or “day and date” of their print release), "…better than we could have imagined."
"…We are pleased that these sales are additive to traditional publishing sales in the comic book stores," said John Rood, Executive Vice President of Sales, Marketing and Business Development. “We’re not migrating readers from print to digital. We’re adding more new readers into the mix.”
- Comichron Analyzes the NEW 52 & September 2011 Sales
- THE NEW 52 Leads DC to Sept. 2011 Sales Victory