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Steve Coates
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Posted: 24 August 2025 at 6:58pm | IP Logged | 1 post reply

I was just in the “And…”  titled topic where Rick Whiting proposed a clean up of Marvel's and DC's sandboxes and I thought instead, if anyone over the age of 16 were to stop reading new comic books than the sandbox could recover. But that got me thinking about who actually reads new comic books and what demographics could be applied.

Does anybody know of any statistics concerning current comic book purchasers and readers? Does anybody know young people buying comic books? 

Or how about, if you are buying new comic books, how old are you?

And by new, I mean never before published material, including compilations of recent monthly titles.


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James Woodcock
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Posted: 25 August 2025 at 7:11am | IP Logged | 2 post reply

With no proof at all, I would say it isn’t kids - at least not the mainstream,
monthly comics.
Compare the types of stories we read as kids to what there is today and
there is no concept of the all ages story.

We had stories that a kid could read and fully get. But within that story,
there were things that a teenager would get - concepts, people
interactions, motivations.
JB’s ALPHA FLIGHT is my go to example of this. Northstar’s sexuality and
Snowbird’s dad are two excellent examples. It was years and multiple
rereadings before I got either of those.
But that’s ok, I was a kid and enjoyed seeing Puck do cartwheels. And then
later I really enjoyed understanding those things.
But as a kid I still felt the horror of Heather walking in on Mac.

Now, Pretty much everything is convoluted, continuity heavy, derailed by
crossover or mega epics, and very, very visually aimed at a late teen and
above audience.

A totally separate line exists for kids, with simplistic art and story, which
tends not to be engaging because it tends to be silly. Which kids may love,
but there’s nothing else there for them. Whereas in the past, comics didn’t
treat them as kids.

So who’s reading comics? Probably not kids.
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Michael Penn
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Posted: 25 August 2025 at 10:01am | IP Logged | 3 post reply

Purely personally anecdotal, but... 

My older son is 32 -- didn't buy comicbooks.

My younger son is turning 18 -- didn't. 

And my grandson is 2 -- and I can safely predict he'll never by any either.

Plus, I don't know any of my sons' friends who bought comicbooks. Not a one, in over three decades.
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Michael Roberts
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Posted: 25 August 2025 at 11:21am | IP Logged | 4 post reply

So who’s reading comics? Probably not kids.

----

Depends on how you define comics. Plenty of kids are reading comics. What they aren't reading are /Marvel and DC superhero/ comics. Monthly superhero comics aren't the mainstream. They're the niche.

The biggest graphic novel publishers in the bookstore market are Scholastic and Viz Media. Kids' comics and manga, which is also popular with kids. They far eclipse Marvel and DC in the bookstore market, and the bookstore market has a far wider reach than the Direct Market.

You haven't been able to walk into a big-box retailer in the past few years without spotting a giant DOG MAN display every few months. Manga and Scholastic books occupy an increasing amount of space in the book sections of local Targets, and it's increasingly common to see manga volumes being sold in stores that sell pop culture collectibles and apparel. You won't find Marvel and DC trades there.

Some bullet points from Brian Hibbs' analysis of Bookscan sales in 2023:


 QUOTE:
The big picture: of the 44.7 million graphic novels sold via BookScan in 2023, nearly 21.8 million were manga (almost 49%); kids comics were approximately 17m copies (about 38%); and the remaining 5.9 million sold were primarily aimed at adults (around 13%).


 QUOTE:
  • Scholastic is the biggest graphic novel publisher in the US book market, and they have done it with massive, massive hits: Scholastic is 39% of the market with only 596 different titles. In the Top 750 alone, they sold a staggering 8.5 million copies of only 116 titles. Thank you Dav Pilkey and Raina, but it is also Five Nights at Freddy’s and the Wings of Fire adaptations. Scholastic makes hits.

  • Marvel and DC combined are less than 10% of the book market.

  • When adding up the Top 750 sales of traditional direct market publishers (Boom!, Dark Horse, DC, Dynamite, IDW, Image and Marvel) they combined for fewer than 750k books sold – 10% of what Scholastic sold.
Also keep in mind that BookScan represents actual sales in the bookstore market, not the number of books the retailers ordered, like you see with sales data in the Direct Market.

This doesn't even get into digital platforms like WEBTOON, which has a huge teen market.

I think the idea that the Marvel and DC sandboxes can be renewed is a quixotic one. It's 50 and 60 year old men screaming "Hey, comics should stop trying to appeal to 50 and 60 year old men! They should appeal to what 50 and 60 year old men liked as kids instead!" Gen Alpha's interest in content is very different from what Boomers and GenXers were interested in a kid. Let them find something new. They're reading comics. They're just not reading /your/ comics.








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Evan S. Kurtz
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Posted: 25 August 2025 at 1:47pm | IP Logged | 5 post reply

Michael, you nailed it. My 11-year-old son is a voracious reader - he reads all kinds of graphic novels. He’s read many produced specifically for kids by DC and Marvel. He’s never read, or had an interest in, the kinds of comics or TPBs we associate here with DC, Marvel, et al. 

But to be fair, the same was generally true of me. I started reading comic books regularly at around age 11 or 12. So, not only is there time, but I’ll start introducing him to things soon. But I will say - and I recognize this might be controversial - I’m finding a lot of the comics I read as a kid that were written for a youth audience are at times wildly inappropriate by today’s standards. A lot has changed.
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James Woodcock
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Posted: 25 August 2025 at 3:17pm | IP Logged | 6 post reply

Good points all.
Dog Man cannot be ignored, and I did ignore it.
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Eric Jansen
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Posted: 26 August 2025 at 8:16am | IP Logged | 7 post reply

I tried to get both my nephews (now in their early and late 30's) to read comics.  The older nephew never went for it (he complained he didn't know how to read the order of panels), while the younger nephew liked quite a few mangas and still reads those--in digital form.
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Petter Myhr Ness
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Posted: 26 August 2025 at 9:51am | IP Logged | 8 post reply

I used to buy new comics all the time, there were a lot to choose from, and so did many of my friends.

My son, who's now 23, has never bought a comic book. Neither have his friends. 

He's seen me read them, he knows I love comics, but it's never been in his field of interest. 

And the comics market in this country has gone down the drain, they simply don't sell. So the answer to the question is: hardly anyone.

That would be troubling enough, but it's also part of a bigger and sadder trend - fewer and fewer people READ anything at all, at least for pleasure. 

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Eric Jansen
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Posted: 26 August 2025 at 10:44am | IP Logged | 9 post reply

It was really essential for the comics industry to have newspapers read in every household, especially the Sunday funnies--they taught kids (and older) how to read panel storytelling (funny and serious) and to enjoy the format.

In the doctor's office, I read TINTIN in (I believe) HIGHLIGHTS magazine.  At the barber, there were always some raggedy well-read comics to enjoy while you waited for your turn.

Somebody brought RICHIE RICH to school (when I was 7) and the first thing I asked was "Are there serious ones?"--but I still enjoyed RICHIE and ARCHIE for a couple of years before I "graduated" to "the serious ones" at Marvel and DC.  (I'll still read some ARCHIE collection every so often!)

Whether it's movies or books (or drugs I hear!), you really need those entry level versions to "grab the customer" if you expect any long-term interest.
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Craig Earl
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Posted: 26 August 2025 at 12:32pm | IP Logged | 10 post reply

I think we have to concede that there are an awful lot of alternative forms of entertainment available for youngsters now. When I was a kid, video games (as just one example) weren't anywhere near as popular or slick as they are today. 

I like the idea that the success of the MCU might point kids in the direction of comics, but I don't believe that to be the case.

I have a niece who proclaims that her son is the biggest Spider-Man fan ever, absolutely obsessed with the character.

Yet he's never read a single Spider-Man comic. 
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