Ever month, ICv2 puts out a list of the Top 300 comics. They are estimates of the "sales" by Diamond U.S. to comic specialty stores for that month. Even though they are only estimates, some people take these numbers and make far reaching conclusions about comics that may or may not be true. Specifically, whether a comic book is a success or not. If it sells a lot of copies or not.
These numbers only reflect what comic book shops are ordering from Diamond Comic Distributors. That's it. These numbers don't reflect what is actually getting sold to customers. With that said, some people still insist on treating them as some sort of comic book best seller list.
Brian Wood, writer of DEMO, LOCAL, and DMZ responded to one of these sales charts posted to Comic Book Resources:
I and many others have spoken about the inaccuracies inherent in the comics sales charts that are released – basically they are good for the simplest of general trending and not much else. I've learned to ignore them for the most part.
Then this one pops up on CBR, that is supposedly the cumulative sales on graphic novels to-date this year. Sounds good, right? Well, the only number that I myself can verify is DMZ Vol.2's, which this chart claims has sold so far this year:
5,488
I look through my emails and find the number of initial orders that DMZ v2 got back in early February:
5,489
So it seems like from February to now I have sold -1 copy of DMZ v2.
Somethings fishy, right? So I check my royalty sheets, and the most recent statement I've received for this book reports sales through April of this year. So three months of sales. Wanna know the number?
9,798
Year-to-date my ass. I get so sick of these charts and flawed estimates and subsequent analysis. They aren't just off – sometimes they are WAY off.
These comic book sales lists are simply retarded. The only thing worse then no information is the wrong information and these lists are always constantly wrong.
Certain comic books are constantly referred to as top sellers even though we have no real way of knowing if they are selling a lot of issues or not. Just because a retailer orders a certain number of copies doesn't mean anything. There can be a whole host of reasons a retailer orders a certain number of copies. Reasons that may or may not have anything to do with the fact that customers are actually buying them or not.
Maybe a retailer is having a cash flow problem and has to cut down on his or her orders. Maybe their tax bill is coming due and money is tight. We simply don't know why a retailer may order fewer comics then they did before. We shouldn't automatically attribute it to reader dissatisfaction with a new creative team.
We also don't know how many retailers are ordering comics each month. If the total number of comic book shops in the country fluctuates from month to month or from year to year, this will be reflected on the comic book sales chart. We just won't know it. We will look at the sales chart and attribute either a rise or fall in the amount of comics sold not to an increase or decrease in the number of comic book shops ordering books, but to the amount of readers.
I used to buy my comics at a shop that never ordered enough copies of the type of comics I enjoyed reading. If I wanted to make sure I got my copy of FABLES or Y THE LAST MAN that month, I had to get over to the store on the Wednesday it came out. By Thursday, the one or two copies on the shelf would be gone. Even after I eventually started a pull list it was hit or miss. Sometimes they would "forget" to put my copy of FABLES or Y THE LAST MAN in my box. Even though this shop under ordered most of the non-superhero books, they over ordered everything else. They had copies of WOLVERINE, AMAZING SPIDER-MAN, UNCANNY X-MEN and just about every other mainline superhero book published in the last three years sitting in stacks on the shelves.
By looking at the charts, these superhero books gathering dust in the comic book shop were all top selling books. The non-superhero books that were shown to be low selling books on the charts were in fact selling out in a couple of days.