Welcome to the 6th consecutive year that I’ve tracked my
comic book purchasing and provided some commentary about the data. I still
enjoy analyzing the information because I’m fascinated by patterns and playing with statistics, but I do fear that it’s becoming less meaningful
because a couple of key factors are skewing the numbers away from being a truly
accurate snapshot of what I actually consume. Nevertheless, I’ll present the
data, make some basic observations, and walk you through what’s skewing the
metrics. Remember that this is a purchasing analysis, meaning that it
represents only my out of pocket expenses, not the total quantity of what I
consumed, so it does not take into account comp copies (which I did a better
job of tracking in tandem this year). In short, there was significant change this year! Instead of a declining
trend across all categories, there was a pronounced uptick in one. I’ll start
where I always do, with the TOTAL QUANTITY of SINGLE ISSUES purchased from 2008
to 2013.
2008: 259
2009: 197
2010: 169
2011: 125
2012: 143
2013: 285
While I still feel like I’m becoming less interested in
the vast majority of what’s currently
being published (*cough* Marvel! DC! *cough*), and there are fewer creators I feel a sense of consumer
loyalty to, this year’s number actually suggests the exact opposite. For the
first time since I started tracking, there’s not only a huge year to year leap
of 99% from 2012 to 2013, but also a 10% bump from 2008 to 2013. That means
this is the most SINGLE ISSUES I’ve ever purchased since I started tracking
the data, and almost exactly doubles the year to year quantity. Let’s figure out
why... While I did quit buying Marvel and DC Comics that weren’t classified as
creator-owned about 18 months ago, those were replaced by a healthy crop of creator-owned comics, mostly from Image Comics.
There is also a financial causality which explains this chart-busting
phenomenon, which we’ll get into below. Here are SINGLE ISSUES tracked by TOTAL
DOLLARS SPENT.
2008: $777
2009: $697
2010: $616
2011: $458
2012: $455
2013: $383
This is huge. Although the total volume of floppies was up
99%, the TOTAL DOLLARS SPENT was actually down from 2012 to 2013 by 16%, with
an overall decrease from 2008 to 2013 of 51%. So, I’m buying more than I ever
have, yet spending less than half of what I should based on the most comparable quantity recorded. This wildly disproportionate
decrease in dollars spent vis-à-vis total single issues purchased is attributable
to one single factor. For the full calendar year, I received a very deep
discount from my retail sponsor Yesteryear Comics. On those review books, I was
spending much less than cover price, which allowed me to reallocate those
savings to additional purchased material. An interesting aside here is to work
out what the average price per floppy was under this paradigm. It means that on
average, I only spent $1.34 per single issue. This is down from an average
floppy price of $3.66 in 2011 (which was pre-discount), and $3.18 in 2012 (when
my discount kicked in toward the middle of the year and began to draw the
average down, despite most comics moving toward the $3.99 vs. $2.99 price point). Moving on, since comics are periodicals and the weekly sales
pattern is endemic to the business model, I like to look at my purchasing habits on a
weekly basis as a meaningful metric. Here is the AVERAGE QUANTITY of SINGLE
ISSUES purchased per week over the period.
2008: 4.98
2009: 3.79
2010: 3.25
2011: 2.40
2012: 2.75
2013: 5.48
On average, I bought 5 total SINGLE ISSUES per week in 2013,
a 99% increase from 2012 to 2013, and an overall statistical nudge of 10% over the tracked
period from 2008 to 2013, which is in perfect parity with the increase in
single issues. We can also take a look at AVERAGE DOLLARS SPENT per week on
SINGLE ISSUES.
2008: $14.94
2009: $13.40
2010: $11.85
2011: $08.81
2012: $8.75
2013: $7.37
In 2008, I’d spend approximately $15 per week on SINGLE
ISSUES, and by 2013 I’m spending around $7 on average, which is a drop of 51%.
In terms of year to year fluctuation, this is a 16% decline from 2012 to 2013.
Moving on to the GRAPHIC NOVELS AND/OR TRADE PAPERBACKS AND/OR COLLECTED
EDITIONS AND/OR WHATEVER YOU WANT TO CALL THEM BUT YOU KNOW EXACTLY WHAT I MEAN
category, I tracked all of the metrics in the same manner. Here is the TOTAL
QUANTITY of TRADES/OGN purchased.
2008: 55
2009: 26
2010: 18
2011: 12
2012: 07
2013: 03
This is a 57% decline from 2012 to 2013, with a drastic
decrease of 95% from 2008 to 2013. I know this looks dismal, but keep in mind
that these metrics are for books purchased, not consumed. You’ll definitely get
tired of hearing me make that distinction. This doesn’t represent what I
actually read, only what I actually paid for. What’s interesting is that this
number should really have been zeroed out completely, but I bought these 3
anomalies simply because I had pull quotes on them and wasn’t able to get comps
otherwise. Since I obsessively try to track down and own all of my pull quote
books to serve my fragile ego, this necessitated purchases. I actually read
TONS of books in the TPB/OGN format this year, but I’ll save the comps
discussion for its own new section down below. For now, let’s move on to look
at TOTAL DOLLARS SPENT on TRADES/OGN.
2008: $1,200
2009: $521
2010: $413
2011: $103
2012: $78
2013: $38
From 2012 to 2013, this is a 51% decrease, with a staggering
97% decline from 2008 to 2013. So, it cost me $38 to satisfy my ego and hunt
down 3 books that I had pull quotes on, which I wasn’t able to get comp’d for
whatever reason. Let that be a lesson to you, kids. $38 is the price of fame in
the glamorous world of comic book reviewing. Let’s now look at a weekly
breakdown, starting off with the AVERAGE QUANTITY of TRADES/OGN purchased on a
weekly basis.
2008: 1.06
2009: .50
2010: .35
2011: .23
2012: .13
2013: .06
That’s a 54% drop from 2012 to 2013, and a 94% drop from
2008 to 2013. While I was neatly buying 1 full OGN/TPB on average when this all
began, now that the number has slipped so low in subsequent years that it’s
basically become a meaningless metric on a weekly basis. In terms of AVERAGE
DOLLARS SPENT on TRADES/OGN per week, the numbers shake out like this.
2008: $23.08
2009: $10.02
2010: $7.94
2011: $1.98
2012: $1.50
2013: $0.73
As you can see, this is a continued decline of 51% from 2012
to 2013, and an overall 97% whack from 2008 to 2013. So, if you spread that $38
out over the whole year, it averages less than 3 George Washington-head quarters a
week. Lastly, and mostly for kicks, we can look at combined units for both
floppies and collected editions, that’s all “things” qualifying as comics.
Here’s the overall TOTAL UNITS PURCHASED.
2008: 314
2009: 223
2010: 187
2011: 137
2012: 150
2013: 288
That’s an increase of 92% from 2012 to 2013, and an overall
8% drop from 2008 to 2013. So, while the total quantity of single issues
purchased in 2013 was able to eclipse the original 2008 number, since I didn’t
purchase any OGN/TPB in significant quantities to complement that, the overall
total units tracked still didn’t reach 2008 levels. In terms of TOTAL DOLLARS
SPENT on TOTAL UNITS, it looks like this.
2008: $1,977
2009: $1,218
2010: $1,029
2011: $561
2012: $533
2013: $421
This equates to a 21% decline from 2012 to 2013, with a 79%
overall drop from 2008 to 2013. I went from spending nearly $2,000 on comics 6
years ago, to just over $400 this year. Add it all up and *cringe* it looks
like I spent about $5,739 on comics in the last 6 years. That’s an annual
average of $957. To run things out, as for AVERAGE TOTAL UNITS purchased per
week…
2008: 6.04
2009: 4.29
2010: 3.60
2011: 2.63
2012: 2.88
2013: 5.54
This means that I went from purchasing 6 total “things” that
could be classified as comics per week (whether singles or trades) in 2008,
down to a low of about 2 and a half in 2011, and now back up to about 5 and a
half in 2013 . Those metrics represent a jump of 92% from 2012 to 2013, with an
overall drop of 8% from 2008 to 2013. Lastly, we can also look at AVERAGE
DOLLARS SPENT per week as applied to TOTAL UNITS.
2008: $38.02
2009: $23.42
2010: $19.79
2011: $10.79
2012: $10.25
2013: $8.10
This is a pretty tangible real-world metric that seems to
ring true based on my perception of what I actually do in the LCS on a weekly
basis. It means that in 2008, I was basically dropping $40 per week, and now
I’m only dropping less than $10 per week on average. This comes out to a 21%
decline from 2012 to 2013, with a 77% decrease from 2008 to 2013.
~~~~~~~~~~~~~
That has traditionally been the end of my purchasing
analysis for the year. What these numbers don’t factor in are comps. Thirteen Minutes has flourished in the last
couple of years and the number of comp copies I receive has increased
dramatically. When you combine print copies comp’d for review purposes (the
majority at roughly 75%) and their digital counterparts (the minority at
roughly 25%), the quantity of what I actually read and consumed skyrockets. Not
only does the total volume of material increase, but the corresponding dollar
amounts are astronomical were I in a position where I actually had to pay full
retail. I did a much more thorough job of tracking these numbers this year,
primarily out of curiosity, which has allowed me to add this new ancillary
category. While it’s still outside the scope of a “purchasing analysis” since
they didn’t represent any out of pocket expense, it speaks volumes about was actually
consumed, and makes me feel like a pretty lucky guy to basically receive a
bunch of free material.
TOTAL SINGLES COMP’D 2013: 220
TOTAL RETAIL VALUE COMPS: $809
TOTAL OGN/TPB COMP’D 2013: 31
TOTAL RETAIL VALUE COMPS: $494
TOTAL UNITS COMP’D 2013: 251
TOTAL RETAIL VALUE COMPS: $1,303
Yet another factor is the flat-out TON of Amazon credit I
accumulate and burn up on comics, with no out of pocket expenses incurred or
applicable for a purchasing analysis. I also did a better job of tracking the
Amazon credit this year.
TOTAL OGN/TPB AMAZON COMPS 2013: 53
TOTAL RETAUL VALUE AMAZON COMPS: $768
Add that to our comp totals and I consumed a grand total of
304 additional books with no out of pocket expense, with a total retail value of
$2,071. Questions? Comments? Did you like the additional comp category? Can you
stand the mighty power of the numerical analysis? Did all of this transparency
change your life? Shall I keep going next year?