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Overview of the U.S. Comic Book & Graphic Novel Market 2009-2010
September 21, 2010
Until the last few years, the comic industry, particularly the graphic novel segment, has
been a market largely untapped by traditional book publishers. However, a growing
number have come to embrace the industry, with both publishers and retailers realizing
this diverse market offers significant and numerous opportunities.
Overview of the U.S. Comic Book and Graphic Novel Market 2009-2010 looks to
make breaking into this field far easier, while bringing in-depth, exclusive analysis for
those already experiencing what the industry has to offer. Catering to each audience,
this report offers publishers and retailers in-depth explorations of each unique sub-
segment: comic books, graphic novels and manga. It also contains Simba’s trademark
bestseller data that tracks the growth of graphic novels over the past five years.
Companies looking to enter or expand in this market will need a deep understanding of
the range of comic industry buying habits and a detailed analysis of the competitive
landscape to be successful. This report does both, outlining detailed demographic
information on the range of comic readers, comparing their age, gender, income and
more to both the general population and book buyers. Overview of the U.S. Comic
Book and Graphic Novel Market 2009-2010 is also a guide for:
Publishers of any size considering entering the market who want to know more
about the present opportunities and challenges in this hot segment
Larger publishers who have begun to penetrate the graphic novel market but
require a better sense of consumer purchasing trends and an accurate growth
outlook for the next several years
Retailers who are serving the graphic novel market today—or who are evaluating
whether they should enter the market—but who need greater insight into how to
properly manage a graphic novel section
And more
This second edition, which is nearly 75% larger than last year’s, also offers several new
additions to bring a more accurate and diverse look into the industry. These new

2. features include:
Breakdown of bestselling publishers and titles by both total dollar and unit sales,
with several bestseller breakdowns offering a dynamic view of the industry.
Detailed listings of the top 10 publishers by revenue for each segment of the
comic industry, including comic book, graphic novel and manga.
In-depth discussions of the industry’s ongoing struggles, including rising prices,
distribution troubles and the move to digital platforms.
Top publisher profiles offering everything needed for a thorough business
examination: estimated revenues, key executive listings, bestseller listings,
overview of consumer operations and more.
Industry forecasts, including individual projections for the comic book, graphic
novel and manga segments.
All of the information is backed by exclusive interviews with several key publishers in
the arena, making Overview of the U.S. Comic Book and Graphic Novel Market
2009-2010 a vital market intelligence tool for publishers, marketers, retailers and
distributors charged with developing strategies to succeed in the rapidly growing U.S.
comic book and graphic novel market.
Additional Information
One in Four Comic Readers over the Age of 65
Simba Information, publisher of the groundbreaking Trade E-Book Publishing report
series, has found that nearly one in four adult comic readers is 65 years of age or older,
according to the newly released second edition of its Overview of the U.S. Comic
Book and Graphic Novel Market report.
The burgeoning market for comics has been driven recently by a series of successful
film adaptations, most notably Warner Bros.’ The Dark Knight, which stands as one of
the highest-grossing films of all time. Yet, as Overview of the U.S. Comic Book and
Graphic Novel Market 2009-2010 clearly shows, the industry remains misunderstood
at best.
“Despite notable efforts from many in the industry, comics and graphic novels continue
to be repeatedly mislabeled as just another children’s book category,” said Warren
Pawlowski, online publishing manager for Simba Information and an analyst within the
company’s Trade Books Group. “With nearly a quarter of the comic reading audience
beyond the age of retirement, there is a misconception that needs to be corrected.”
delves deeper into clarifying and personifying the modern-day comic reader, with
detailed demographic comparisons to book buyers and the general population. The
report also provides bestseller analysis of the three major segments within the comic

3. industry—comic books, graphic novels and manga—featuring multiple listings of the top
titles and publishers by both title output and total dollar sales, as well as sales forecasts
for the coming year.
Other new additions include a lengthy analysis of publishers’ digital publishing and
distribution adoption efforts, an exploration of the effect of price increases and movie
adaptations on overall sales. Additionally, the report contains fully-revised profiles of top
industry publishers that include a discussion of publishing strategies, estimated
publishing revenues, an overview of bestselling titles and more.
Table of Contents
Chapter 1: ”What a Story” The Who, What and Where of the Industry
Introduction
The Markets
The Direct Market
The Mass Market
The Audience
Gender, Age and Race
Education Level
Employment Status
Table 1.1: Comic Purchasing Population (U.S. Adults) by Gender
Table 1.2: Comic Purchasing Population (U.S. Adults) by Age Bracket
Table 1.3: Comic Purchasing Population (U.S. Adults) by Race
Table 1.4: Comic Purchasing Population (U.S. Adults) by Education Level
Table 1.5: Comic Purchasing Population (U.S. Adults) by Employment Status
Table 1.6: Comic Purchasing Population (U.S. Adults) by Household Income
Table 1.7: Comic Purchasing Population (U.S. Adults) by Marital Status
Chapter 2: ”I Have My Issues” Why Comic Books’ Best Days May Be Behind Them

4. Introduction
Bestsellers
Bestselling Issues
Bestselling Ongoing Series
Bestselling Limited Series
Bestselling Stand Alone Issues
Comic Book Sales Trends
Table 2.1: Top Comic Book Publishers in the Direct Market, July 2008-June 2010
Table 2.2: Top 20 Bestselling Comic Issues in the Direct Market, By Total Quantity Sold, July 2008-June 2010
Table 2.3: Top 20 Bestselling Comic Issues in the Direct Market, By Total Estimated Dollar Sales, July 2008-
June 2010
Table 2.4: Top 20 Bestselling Ongoing Comic Series in the Direct Market, By Total Quantity Sold, July 2008-
June 2010
Table 2.5: Top 20 Bestselling Comic Series in the Direct Market, By Total Estimated Dollar Sales, July 2008-
June 2010
Table 2.6: Top 20 Bestselling Limited Comic Series in the Direct Market, By Total Quantity Sold, July 2008-
June 2010
Table 2.7: Top 20 Bestselling Limited Comic Series in the Direct Market, By Total Estimated Dollar Sales, July
2008-June 2010
Table 2.8: Top 20 Bestselling Stand Alone Comic Issues in the Direct Market
Table 2.9: Comic Book Sales in the Direct Market, By the Month, July 2008-June 2010
Table 2.10: Comic Book Sales in the Direct Market, By Six-Month Intervals, July 2008-June 2010
Table 2.11: Comic Book Sales in the Direct Market, July 2008-June 2010
Chapter 3: ”Headline Material” Graphic Novel, The Industry’s Gem
Introduction

5. Bestsellers
Bestselling Publishers
Bestselling Market Titles
Bestselling Original Graphic Novels
Bestselling Compilations
Graphic Novels Sales Trends
Table 3.1: Top 10 Trade Book Categories by Consolidated Ranking, 2005-2009
Table 3.2: Top Graphic Novel Publishers in the Direct Market, July 2008-June 2010
Table 3.3: Top Bestselling Graphic Novels in the Mass Market, July 2008-June 2010
Table 3.4: Mass Market Graphic Novel Sales Trends, 2005-2009
Table 3.5: Top 20 Bestselling Original Graphic Novels in the Direct Market, By Total Quantity Sold, July 2008-
June 2010
Table 3.6: Top 20 Bestselling Original Graphic Novels in the Direct Market, By Total Estimated Dollar Sales,
July 2008-June 2010
Table 3.7: Top 20 Bestselling Compilations in the Direct Market, By Total Quantity Sold, July 2008-June 2010
Table 3.8: Top 20 Bestselling Compilations in the Direct Market, by Total Estimated Dollar Sales, July 2008-
June2010
Table 3.9: Comic Purchasing Population (U.S. Adults) Book Purchasing Habits
Table 3.10: Graphic Novel Sales in the Direct Market by the Month, July 2008-June 2010
Table 3.11: Graphic Novel Sales in the Direct Market by Six-Month Intervals, July 2008-June 2010
Table 3.12: Graphic Novel Sales in the Direct Market, July 2008-June 2010
Chapter 4: ”Wobbly Floors” Manga’s burst Bubble
Introduction
Bestsellers

6. Bestselling Publishers
Bestselling Mass Market Titles
Bestselling Volumes
Bestselling Ongoing Series
Bestselling Limited Series
Bestselling Stand-Alone Volumes
Manga Sales Trends
Table 4.1: Top Manga Publishers in the Direct Market, July 2008-June2010
Table 4.2: Top Bestselling Manga Volumes in the Mass Market, July 2008-June 2010
Table 4.3: Top 20 Bestselling Manga Volumes in the Direct Market, By Total Quantity Sold, July 2008-June
2010
Table 4.4: Top 20 Bestselling Manga Volumes in the Direct Market, By Total Estimated Dollar Sales, July
2008-June 2010
Table 4.5: Top 20 Bestselling Ongoing Manga Series in the Direct Market, By Total Quantity Sold, July 2008-
June 2010
Table 4.6: Top 20 Bestselling Ongoing Manga Series in the in the Direct Market, By Total Estimated Dollar
Sales, July 2008-June 2010
Table 4.7: Top 20 Bestselling Limited Manga Series in the Direct Market, By Total Quantity Sold, July 2008-
June 2010
Table 4.8: Top 20 Bestselling Limited Manga Series in the Direct Market, by Total Estimated Dollar Sales,
July 2008-June2010
Table 4.9: Top 20 Bestselling Stand-Alone Manga Volumes in the Direct Market, by Total Quantity Sold, July
2008-June2010
Table 4.10: Top 20 Bestselling Stand-Alone Manga Volumes in the Direct Market, by Total Estimated Dollar
Sales, July 2008-June2010
Table 4.11: Manga Sales in the Direct Market by Six-Month Intervals, July 2008-June 2010
Table 4.12: Manga Sales in the Direct Market by the Month, July 2008-June 2010

7. Table 4.13: Manga Sales in the Direct Market, July 2008-June 2010
Chapter 5: ”Setting Up A New Life” Obstacles, Trends and the Digital Publishing Realm
Introduction
Surging Costs and Prices
The Incredibly Shrinking Audience
People Aren’t Going to The Movies Either
Too Many Books Not Enough Value
A Distribution Monopoly
Going Digital: Opportunities for Publishers and Pirates
Table 5.1: Average Price Top 300 Bestsellers, July 2008-June 2010
Table 5.2: Effects of Editorial Events on Unit Sales
Table 5.3: Effects of Select Movies on Unit Sales of Pivotal Titles
Table 5.4: The Dark Tower Series (Marvel) Unit Sales
Table 5.5: Poll: What are Your Digital Comics Buying Habits Today?
Chapter 6: Forecast and Conclusions
Introduction
Comic Books
Graphic Novels
Manga
Recommendations
“Like No One Else” Profiles of Leading Publishers
Dark Horse Comics

8. DC Entertainment, Inc.
Digital Manga, Inc.
IDW Publishing
Image Comics, Inc.
Marvel Entertainment, LLC
Random House, Inc.
Tokyopop Group
Viz Media, LLC
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