This week marked the release of a new ongoing Superman title, one that merits the attention of fans of the medium, not just fans of the super-hero genre. Penned by Darwyn (DC: The New Frontier) Cooke and illustrated by Tim Sale, Superman Confidential is the result of a collaboration between two of the most respected talents in the industry today. That, combined with the fact that the book features the most recognized icon of comic books in history, should add up to a sales success for DC Comics.
Of course, by “sales success,” I mean the book should fare well in comparison to other comics. No doubt, it’ll land in the top 20 on the Diamond Comic Distributors sales list for November (which we won’t see until December). I’m betting it’ll sell in the neighborhood of 70,000 to 80,000 copies — respectable in the 21st century comics market. But I think the numbers could have been oh-so-much better had DC not missed out on a real marketing opportunity that could have reached a mainstream pop-culture audience.
The key to greater success and a wider audience for Superman Confidential is Tim Sale, but it’s not his reputation in the industry that could have boosted sales. Sure, his work on Batman: The Long Halloween, Dark Victory and Marvel’s various “color” books (Daredevil: Yellow, Spider-Man: Blue and Hulk: Gray) stands out as edgy and unique, but at the moment, his artwork is the industry’s ambassador to the masses who don’t read comics.