The more recent relaunches at Marvel are coming in at lower sales levels both because of how recently some of the previous volumes of those titles launched and because of the number of new first issues at Marvel these days. A new first issue a month might be viable, but one or more a week clearly isn’t. “Wolverine and the X-Men” launched with 99,611 estimated units in 2011 and with only around 54,675 units when it relaunched in 2014. “Fantastic Four” launched around 114,531 units in 2012, relaunching at a far lower level in 2014 with only 65,775 units. “Secret Avengers” launched at 85,267 units in 2013 and at just 34,035 estimated units in 2014. Launching with lower numbers on the more recent volume doesn’t happen universally, but it has become the norm, not the exception.

Marvel has gone to the well too often and too frequently. The lower launches are setting lower high water marks for the relaunched titles. With the number of new titles they are launching, the launch numbering most likely will continue to weaken on most title. Marvel is systematically draining the sales power out of first issues much like it drained it from retailer incentive covers.