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So recently Marvel comics has made some interesting changes to their comics. They have been changing the alter egos of some of their flagship characters. Examples include a female Thor (later revealed to be Jane Foster), Iron Man Tony Stark replaced by Riri Williams (or was he?), Hulk Bruce Banner replaced by Amadeus Cho, Ms. Marvel is now Kamala Khan and Spider-Man is now Miles Morales. Throw on top of this Captain America has been a Hydra Agent this whole time! Wow and these aren’t even all the changes.
And now there are reports of Marvel’s sales have started slipping. Reaction to this news has been interesting and a mixed bag from Marvel blaming the readers for not wanting diversity or even female superheroes to John Romita Jr. blasting Marvel for making too many changes in the name of diversity and alienating their core audience. And the articles both blaming the diversity changes and defending them are numerous. So I decided to take a look into this topic.
I began writing this article wanting to present both sides of the argument. Asking: Is change for the sake of change ever good? Is it about fair representation? Or is it a pandering stunt to try and gain readers? But as I began doing research into sales number’s what I found is that the facts don’t back up all the arguments. There seems to be something else going on.
Before I dig into that, here are some points to keep in mind regarding this and other articles related to this topic: comic book characters change all the time. Sometimes the changes are permanent; most times they are not. Cap, Spidey, Batman, Green Lantern, Flash and even Superman have been replaced at one point or another, but comic book characters are properties and usually revert back to their original state, not only for the story, but for legal reasons as well.
Another important note is that comic book readership has been declining for decades – so much so that Marvel actual filed for bankruptcy at one point. The speculator market nearly killed the business in the ’90s and the nerd culture explosion is in danger of doing so again today.
The following numbers are taking directly from diamond’s website and show the total unit market share year-over-year and then month-over-month for the last 12 months. Unit Market Share means out of all the comics sold that year in total this is the percentage that Marvel and in comparison DC has sold. For instance, if people just stopped reading Marvel comics but kept buying the same numbers of DC comics you’d see a sharp drop in the Marvel percentage and a sharp increase in DC.
What the numbers show is that over the last 12 months there have been dips in their sales. in July – September last year DC actually took the #1 spot which they haven’t done in years, and this is when a lot of the talk about Marvel’s direction had started. Since then, Marvel’s numbers have slipped, then bounced back, and then they slipped again. Here are the figures:
Unit Market Share: Year-over-Year
Year | Marvel | DC |
2012 | 37.59 | 36.75 |
2013 | 36.97 | 33.35 |
2014 | 36.78 | 32.47 |
2015 | 41.82 | 27.35 |
2016 | 40.41 | 32.18 |
Unit Market Share: Last 12 Months
Marvel | DC | |
Apr-16 | 47.87 | 25.13 |
May-16 | 44.8 | 26.34 |
Jun-16 | 44.17 | 31.69 |
Jul-16 | 35.69 | 40.96 |
Aug-16 | 32.11 | 44.59 |
Sep-16 | 30.75 | 43.45 |
Oct-16 | 36.58 | 34.76 |
Nov-16 | 39.46 | 31.3 |
Dec-16 | 40.5 | 29.04 |
Jan-17 | 42.62 | 31.33 |
Feb-17 | 33.64 | 33.47 |
Mar-17 | 34.34 | 35.46 |
Comparatively, here is the timeline for introductions of more “diverse” characters.
Kamala Khan became Ms Marvel in February of 2014
Female Thor was introduced in October 2014.
Amadeus Cho took over as the Hulk in Dec 2015
Secret Wars (an event arc that made a lot of these change “permanent”) was from May 2015 – January 2016
Riri Williams introduced via Iron Man comics in May 2016 (Note: she is a new superhero called Ironheart not a direct replacement for Iron Man)
In most of these examples Marvel’s numbers actually went UP after these characters were initially introduced. The stories generated interest and people went out and bought these books. So doesn’t that kind of kill the people hate diversity narrative? Yes old-school, long-time fans don’t like when the things they are fans of change. But those of us that have been around for awhile know in the end they will revert back.
So what could be really going on here? Well I think it’s a mixture of a few things. And things that Marvel and other media outlets might not be willing to talk about, but here is what I think is going on.
This is merely how I see it. Perhaps I’m wrong, and I do hope Marvel finds a way to right the ship and get people truly excited about them again. As a true believer nothing would make me happier, but we shall see what the future brings.
Don’t forget to check out our latest episode: http://superherospeak.com/wp/202-return-to-terminal/
Joseph Daniels
Couldn’t agree more with a lot of what you said. Our youth are turning into a culture of button pushing “Scroll Zombies”, and the entertainment industry as a whole has forgotten that simply entertaining people is okay. Social issues are important, but we don’t have to demolish the things we love and morph them into puzzle pieces that don’t fit. Instead if replace, innovate. Like Todd McFarland did with Spawn, a completely new, totally freakin awesome comic book character, who is black. Unfortunately Marvel (and Kathleen Kennedy while your at it) the fans are the reasons you have butts in seats in the first place, so you have to do it for them.