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January 2, 2021 08:30 am

How the Comics Industry Avoided a 2020 Implosion

While publishers and stores feared COVID-19 would be an extinction-level threat, the industry has proved more resilient than thought. From a report: In March, when COVID-19 hit the comic industry in earnest, many retailers and publishers feared it would be an apocalyptic event for the business. Stay-at-home orders shuttered stores, and shipments of new product ceased for several months when Diamond Comics Distributors hit pause. Stores have struggled to survive, and some have shuttered permanently. However, months after the comic book industry restarted -- accompanied by a publicity campaign proclaiming that the industry's "comeback will be bigger than [the] setback" -- there are multiple signs that comics has proven to be far stronger than anyone, including those inside the industry, expected in the face of an uncertain year. "The biggest surprise started during May and June, as we were allowed to reopen, comics started shipping again, and customers were slowly starting to come back to the shop. Customers were buying comics. A lot of comics," California retailer Ryan Higgins tells THR. With comic conventions canceled and people not taking vacations, many fans concentrated on making their collections more complete. "Comic supplies sales skyrocketed right away as people took this time to clean up their collection," says Higgins. "New titles were selling better than we ever expected, graphic novel sales spiked, and back issues jumped dramatically in price and flew out the door just as fast. Sales during the summer and early fall months were just unbelievable." [...] A key metric for the health of the industry is how many comics stores are ordering. Those numbers are moving in the right direction. "March 2020 saw Diamond ship 5.9 million comics; September and October were both over 7 million copies each," writes analyst John Jackson Miller in an email to THR. "Those are both behind the equivalent months in 2019; October 2019, with the X-Men relaunch, was the fourth best month of the decade of the 2010s. But per release, the sales levels are improved, and as the number of releases continues to build back, you can see it fully catching up." As Higgins suggests, it's not just new titles that are seeing a bump; multiple publishers told THR that back orders for already released material still available directly from the publisher scaled up in the latter half of the year, as well.

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