"And I've got milk bone underwear."
There are three major problems with the superhero comic industry (borrowed from a Twine I read once):
1) Affordability. The books cost too much for too little benefit, compared to other forms of entertainment.
2) Accessibility. It's almost impossible for a new reader to understand what's going on with a specific character, especially if they know the character from other media. Instead of telling a linear story, we end up with a branching kudzu plot (as an editor I used to know liked to put it) with storylines branching across multiple titles.
3) Marketing. As I've said here more than once... Marvel's customer isn't the reader... it's the
store. They get paid whether a book is read or not, so long as it's been ordered (particularly since so few comics are turnable these days). So their entire marketing strategy is to convince the store owners to order the book... via Variants, Incentives, and (of course) Events™. Whether the books are actually
good is almost beside the point.
And that's not even getting into the broken ordering system, where an LCS has to decide months in advance how much to order, often based solely on cover art and a blurb (unless it's marked CLASSIFIED, of course). By the time an eager young geek walks into the store (assuming they know the comic exists, and where the store is), the decision has already been made for
the next three issues. That's why a book can get canceled before the first issue is out on the stands. Publishers live and die on the pre-order.
Yes, there are books that do better in trade or the school market. But that's a completely different marketing stream, and doesn't actually
need singles to work. Hell, the best-selling graphic novel at Amazon (according to their Top 100 list) is something called
Dog Man: Brawl of the Wild. It's at #22 on the list. And it's a self-contained 224-page hardcover.
For $5.99.
Meanwhile, the best-selling Marvel trade paperback (excluding those with movies) is Ewing's
Immortal Hulk: Volume 2, which came out last month... with a sales rank of #10,416 .
What does it all mean? That while superheroes are a cultural force to be reckoned with... superhero
comics don't mean a damn thing.