A Big Pile of #2’s

Here we go people, it’s the second week of the relaunch and it’s make of break time for quite a few books. It’s the one more issue test that a lot of readers give books they are unsure of. Can DC make the cut?

When DC relaunched, there was interest over what Marvel thought about it, many admitted they were interested in the idea and some even acknowledged that Marvel would lose their market share stronghold when September sales numbers were announced. But what many more said was that they couldn’t wait till October to go up against 52 #2’s.

Traditionally retailers drop orders between 30-60% on second issues, making them harder to find and a hot commodity, if the book takes off, Uncanny X-Force being a prime example, issues 2-3 cost 2 to 4 times cover price. But what we are seeing with preliminary reports from retailers, is they have actually upped their orders for most of the new 52 with issue #2. My shop has upped orders of Swamp Thing and Animal Man from 8 copies each to 20 copies each, Detective Comics from 25 to 40, and there are many more with the same trend.

Conversely, a few titles are dropping numbers, Static Shock is going from 12 copies to 2, Men of War from 8 to 3. We sold out of almost every other new 52 book, but still have copies of those titles as well as OMAC and Hawk and Dove on the shelf.

The odd thing is DC still has full returnability on the new 52 for the first 4 issues so there isn’t a negative incentive to over order, many retailers are saying the new 52 spiked sales and traffic in their stores. So why should retailers under order the second issues and possibly hurt their sales for people who want the books?

Well there are a few options here, collectability being a key one. This was a major comic publisher relaunching its entire line with 52 new #1’s, something we may never see again. People were buying #1’s just for the speculator factor, and some did gain from it as every title sold out and some became eBay hits for a few days. DC is even semi-embracing this with it’s big 52 hardcover it’s releasing before Christmas, why else would they launch a book containing 52 issues that have little to no connection between them?

There is also the possibility of retailers playing it safe on orders, if they shell out to much each week they may be struggling with other costs till they can return the excess books. This is something few consider when wondering why not order a hundred copies of a book and return what doesn’t sell. Just this week my local shop was eligible to return the first week of the new 52, and only the first week. There is a huge investment to retailers must put out when ordering these books, and it’s one of the main reasons retailers wanted more info about the new 52.

Another factor that could lend to under orders, this one being the most likely, lack of interest. Quite a few people at least tired out a majority of the new 52, I know I flipped through them all and found some surprises as well as a few disappointments. Some may have liked the first issue but will picking the rest up digitally, thus lowering demand for some titles. Some people had all 52 added to their pull list just for the first month and now are whittling it down to those they want, and the second issues are going to play a huge factor in what stays and what goes on readers pull lists.

This is what many were predicting, like any new group of books, there are going to be winners and losers, and this month will only strengthen that point and gap in sales. We know DC is playing hard ball with these books and this week is the beginning of the end for some of the new 52, rumors on the net say some titles already know they are getting the axe, others are in holding. From the second issue on, books are fighting to maintain above cancellation numbers, and we don’t know where that lien is in the new DCU. Will All-Star Western get the same leniency that Jonah Hex used to have?

Issue 2 is the sophomore release of a band that took you by surprise, you want to see if they can do it again and DC needs to show that they can beat the sophomore slump and release something that is not only as good as the first release but stronger. There can be a million great issue 1’s that can all be undone by a mediocre issue 2.

Issue 2 is the real battle because from here on out you have to fight to maintain your audience and also entice in new readers.

Marvel may have been right to question if DC can pull of a month of 52 #2’s, but if DC has proven anything from the first month, it’s that they are willing to take chances and thats something to be said in the current state if the industry.

So here’s your chance DC, prove Marvel wrong and the supporter right, wow us with a thrilling second release and avoid the sophomore slump, don’t leave us with a big pile of #2’s.