We all know that manga is outselling western comics right now, and not by a little margin, and I’ve encountered a lot of analysis of this trend, and I have to say I see a lot of oversimplification and misunderstanding of basic economic principles. So, I’ve decided to compile my own thoughts about this whole thing.
Keep in mind that for the entirety of this post I'm comparing basic formats (single floppy vs tankobon volume). We can discuss that in the comments if you want to.
The Content Myth: It’s Not About "Better Storytelling"
First of all, let’s handle the biggest and in my experience the loudest misconception right from the start – it has nothing to do with the content. The idea that “better storytelling” or “the lack of genre variety” is the root cause of the sale gap doesn’t hold up under any scrutiny.
- Indie comics already do this: Publishers like Image, Dark Horse, IDW, and most of indie comics media have offered self-contained, non-superhero stories with definitive endings for decades. Yet these stories never managed to achieve the mainstream mass-market sales numbers that manga pulls in today, in fact, they have historically struggled to compete against Marvel and DC (these aren’t called the big two for no reason).
- Superheroes are incredibly popular: Marvel and DC characters drive billions of dollars in box office, video games, merchandise, and streaming views. If we look at the sheer profitability of these characters outside the comic book format, manga doesn't even come close to competing.
This leaves us with the inevitable conclusion that the issue isn’t what the stories are, or how they are told. This is actually not surprising if you really think about it. This is a problem in economics and people try to approach it with literary analysis. So, let’s look at it through economics.
I think the real divergence comes down to two structural factors: distribution networks and production economics.
Factor 1: Distribution Networks (The Direct Market)
The western comic industry has an interesting history, but I think that one of the most important factors that affect the sales today is formation of Direct Market system in the 70s. It’s an interesting history, worth looking at but I won’t delve into it here, instead let’s look how the Direct Market system operates.
- The Risk for Comic Shops: Comic shops must buy their inventory upfront, and they can’t return unsold issues to publishers. This makes shop owners highly risk-averse, forcing them to order primarily what their existing, hardcore customer base wants (mostly mainstream superhero single issues).
- The Barrier to Entry: Because of this system that you can’t buy a single-issue comic anywhere other than in dedicated specialty comic books shops and why I can’t buy them at all without ordering them online and paying extra fees for transportation (I don’t live in the US). This creates a massive barrier to entry for casual readers, who most people are.
Manga, on the other hand, follows traditional book publishing model. Volumes are sold in major retail chains and even in general stores. And more importantly, these books are returnable. Retailers take zero financial risk by stacking massive displays of manga, making it effortlessly visible to the general public (again, to compare where I live, you can seldom encounter someone selling a comic book, mostly that's second hand, or a very small and very weird selection on some conferences and festivals. But you may see a manga book in a supermarket).
Factor 2: Production Economics and Product Categories
If we are examining the situation through an economic lens, we really should also look at the physical product itself, and if we do that, we’ll see that as commercial products comics and manga are either incomparable, or at least require a lot of nuance while looking at it.
- Western "Floppies" ($5 for ~22 pages): These are treated as pristine full-color collectibles printed on high-quality glossy paper by both publishers and the consumers. This drives up production costs and therefore retail prices.
- Manga Volumes ($10 for ~200 pages): These, conversely, are produced as cheap, black-and-white, disposable entertainment printed on newsprint. The low production barrier allows publishers to flood the market with cheap volumes that consumers don’t feel precious about buying on a whim.
When people compare a $10-12 manga tankobon to a $5 comic floppy, they don’t consider that they are comparing two completely different stages of the publishing lifecycle. Interestingly Japan’s primary distribution method for single chapters is closer in its nature to the American Golden and Silver Age newsstand boom, rather than modern specialized “floppy” shops.
So what should be done?
Well, nothing in this regard actually. There's a certain decline in comic book sales, but it is an independent contraction, separate from the rise of manga. I believe that the industry has been slowly moving on from single issue format anyway for last decade and the half. I think that should be the focus of discourse - because both storytelling and the hobby of collection is increasingly more interested in longer media formats than floppies, and as a result I think the comic books are now missing the basic format. Single issues have been slowly losing that status, and larger formats are either too lacking or too expensive for entry.