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Monday, September 19, 2011 

DC should release clear numbers for sales, but is apparently too embarrassed

This entry on Comics Reporter makes a worthy point about how DC isn't making a good case by not releasing any actual numbers on their digital sales:
As seen in this interview, it looks like DC won't be releasing its New 52 digital numbers but will feel confident in making claims on their behalf. It also looks like comics sites will then repeat this claim as news, perhaps qualified by source or as a claim but still putting that information out there.

This should stop. I think DC has a really dubious history with using the hidden portions of their numbers to PR advantage -- call it the "I have a girlfriend in Canada" of sales analysis. My take is that this practice has intensified slightly ever since the numbers have become smaller and therefore more crucial. [...]

One weird result is that DC's lack of reporting numbers has also likely hurt specific DC efforts. When someone provides analysis on numbers that don't reflect all of the sales, even when it's just a few thousand copies that aren't seen in the pre-order estimates released to the Direct Market, certain comics can acquire the reputation of a losing, perhaps-soon-to-be-canceled endeavor. This must be maddening to the creators involved, who know because of their royalty statements that sales were better than the best numbers analysts have.
Even Marvel keeps their own sales numbers a secret today, and this is their modus operandi for digital publications too. But without any actual sales numbers, no, the announcements mean nada.

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I tend to think that if either DC or Marvel's sales were great, you'd be hearing bragging from both companies about it.

I'm sure the hip new emo Superman is exceeding expectations, maybe even hitting double-digit sales totals.

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