A modest and unscientific survey of comic book retailers by ICv2 concerning Marvel’s early shipping of Captain America #600 in order to take advantage of the media coverage of Cap’s return found mixed reactions from those who had paid the extra freight charges to get the books delivered on Monday, though none of the retailers interviewed criticized Marvel for attempting to orchestrate a media event. 

Not surprisingly, since the story broke in the New York Daily News and hit the New York papers first, only the two New York City stores contacted by ICv2, Midtown Comics and Jim Hanley’s Universe, sold more copies of Captain America #600 on Monday than they did on Wednesday, the traditional on-sale day--and Hanley's reported that many of those who came in on Monday were Wednesday regulars who were afraid that the store would sell out by mid-week.  None of the retailers ICv2 interviewed indicated that Cap #600 was drawing much interest from civilians, and though they all reported that the book was selling well, none of the retailers was close to selling out—even though Marvel announced a wholesale sellout and second printing on Thursday.

Doug Shark from Lonestar Comics in Dallas reported that sales of Cap #600 were slow on Monday, but by the end of Wednesday they "were just about where they should be.”  Shannon O’Connor of Samurai Comics in Phoenix also reported slow sales on Monday, but a much stronger showing on Wednesday.  Eric Thornton of Chicago Comics told ICv2 that traffic was very low on Monday, but he doesn’t fault Marvel and hopes that they will not be deterred from trying something like this again.  Thornton pointed out that many of the news stories did not mention Captain America #600, and, even more importantly, events in Iran monopolized the interest of the cable news networks and many of the Internet news sites that might well have given the story more coverage during a typical news day.  “The timing was bad, but that’s not Marvel’s fault,” Thornton told ICv2, “they had to pick a day in advance on which to break the story, and they have no control over what happens in the Middle East.”

More exposure, particularly on TV outlets, might have helped bring in more new customers, but many of the retailers interviewed by ICv2 were skeptical that the resurrection of Captain America could excite the public as much as his demise.  Ron Hill of Jim Hanley’s Comic Universe put it succinctly, “You kill off a major character and the public gets excited.  Bring him back and comics fans get excited.”  Brian Hibbs of Comix Experience in San Francisco and Joe Field of Flying Colors in Concord, California opted not to go for the early shipping and echoed Hill’s sentiment about the resuscitation of comic book heroes, noting the difference between sales of “The Death of Superman” (in Superman #75) and the Man of Steel’s return and the large number of comic book heroes who have been killed and brought back to life over the years. 

The retailers ICv2 interviewed all expressed satisfaction with the contents of Captain America #600 and in particular with writer Ed Brubaker.  Hibbs noted that the book was selling well to traditional comic book fans, those who had been following the Captain America storyline and those who buy anniversary issues.  Field believes that in part because of the Captain America: Reborn miniseries, Cap #600 will continue to sell for the next six weeks.

What do you think?  Retailers, send us your comments and let us know how you fared with Captain America #600, whether or not you are seeing new customers buying the book, and give us your opinion on the relative sales merits of “deaths” and “resurrections” in comic books.  (Send comments to: http://www.icv2.com/other/talk_back.html)