Marvel 2003 Newsstand Percentage: 4.25%

Slide from Newsstand Rarity Discussion & Estimates; discussion below.

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This slide is part of my post entitled
Newsstand Rarity Discussion & Estimates where I have collected quotes and graphics related to the discussion of relative newsstand rarity over the years, compared to direct edition copies. In this slide, I am discussing a quote from the book Economics of Digital Comics by Todd Allen and Mark Waid:

“Examining Business of Performing Audits International’s (BPA) “Circulation Statement for the 6 Month Period Ended June 2003” for Marvel Comics, several interesting things come to light. First, in the breakout for May 2003, the Total Qualified Circulation is 3,095,661 copies. Of that number, only 131,625 are “Single Issue Sales,” or newsstand-distributed copies. If May is representative of Marvel’s circulation, and there is no reason to believe otherwise, then only 4.25% of Marvel’s circulation comes from the traditional newsstand distribution system.”

— Todd Allen, Economics of Digital Comics

What is particularly interesting to me about this quote is that it provides a late-modern-year newsstand percentage estimate for Marvel at 4.25% in 2003… I find this estimate especially interesting in the context of the 1999 quote from Jemas about Marvel deciding to “walk away” from the newsstand model (and the 1999 number at 14% newsstand). I also find it interesting in the context of Rozanski’s estimates of 5% newsstand by 2000 and 2% newsstand by 2005 for Marvel — this 2003 year falling nicely in between. Also fascinating is the context of Comichron’s industry-wide estimate of 6.8% for 2013, suggesting that Marvel was well below the industry for newsstand percentage in its later years of newsstand distribution.


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