An interesting article over at Newsarama has Senior Vice-President of Sales Bob Wayne discussing DC’s strategies and why DC doesn’t necessarily want to be the number one comic publisher.
Our goal is to be the best publisher of comics that we can be. I have not been given a goal to make DC No. 1 at all costs. So no, this is not about DC being No. 1. I certainly look at the market share. And I know there’s a lot of internet chatter about the market share in the direct market, but that does not represent the complete business.We do our own analysis of the bookstore market, and we go through all the Bookscan data and build our own internal report. We also have an internal report where we combine the bookstore sales of graphic novels with the comic store sales of graphic novels and the sales of periodicals. There are multiple platforms and opportunities that we internally measure our success by.
We certainly are aware of market share, but that is not our primary goal. But market share is not the only way we look at our success internally.
This is a bit of a change from what Didio and Lee have said in other interviews, but here is something to keep in mind – DC doesn’t have the number of titles that Marvel has, and that is what makes the House of Ideas the number one market share each and every month. What putting out good books and interesting titles, and more importantly, getting people to talk about the New DC (or DCnU as some have dubbed it) is all about the secondary market that does bring the company hundreds of millions of dollars each year in the form of merchandise, posters, and movie and television properties.