2) We are doing fine w/ new and lapsed readers. Data may say otherwise in five to seven years (but I am only in past year 1 and 5 months in terms of holding the p&l for the Marvel Comics biz), but we're good as long as no macro factors like retail collapses etc. occur and obviously no one can plan for that.
3) I don't measure our "franchise" sales strength against DC's or any other company's--it's unfair to us and to whomever else. Other people may. Am I cognizant of what fellow publishers are doing? Yes. Are there key learning there? Possibly. Is it important to understand how actions within a common biz/retail/product sphere influence one another? Sure. However it's like my comparing the aggregate revenues of consumer products, interactive products, theme park, publishing revenues, etc. that are tied to the Avengers franchise vs. a similar revenue aggregate on The Dark Knight Rises.
First, my measurement wouldn't be accurate and secondly. I know that the revenue and OI of the Avengers outscales by multiples most if not all other ips at other companies. Because that's how you measure real "franchise" strength. Across all lines of business weighted to different customer demos.
4) You are basing your opinions on an article that paints one interpretation of incomplete data. Again that is the difference between being "in industry" at an entertainment company within the ecosphere versus being on the perimeter and using one report/interpretation and some very rough math to make sweeping observations. So I will restate: we are doing just fine capitalizing on our Studios and third party studios successes.
5) Your opinion based on the article is wrong. I can tell you that flat-out bc you're taking an interpretation of the book scan numbers (which is fairly incomplete when it comes to Marvel's sales) and trying to convince me of something that is not true. Is there room for improvement? Sure, but a a ranking w/o true actuals and real context will not concern me without of a lot of other metrics to digest and back up a fuzzy measurement. How it concerns anyone else is obviously his/her choice.
Thanks for the support (buying our books), the thoughts on improving our business (discussion), and continuing to be a consumer of comics, graphic novels etc. It is much appreciated and valued not just by Marvel Comics but all the companies who are trying to grow sales, products, and formats. But that about wraps up my commentary on this. I don't have much else to add nor will I.
p.s. not proofread.