>>93531139Any non-Direct or partial-Direct comics would also need a Statement of Ownership be published annually, which would tell you sales for that title.
Most of the non-Diamond, non-floppy sales appear to take the form (according to estimates of industry size made by Comichron and others) of trade sales through book retailers; this market is apparently worth around 60% of the whole domestic market.
However, that includes fewer sales than you'd think; while sales of $400m worth of floppies annually (as 2017 is likely to turn out) seem high, they probably represent around 100 million copies (based on the average cover price, adjusted to 2017 $, over the last 30 years), which means 8,333,333 copies a month, or 1,923,077 a week. If you consider that the average pull list is just 1 issue a week, that's almost two million readers; but if it's higher than that - 8 a month, say - then it's fewer than a million. 5% of sales going to super-collectors - LCS owners with OCD retaining for their personal collections, for example - that becomes a much reduced audience very quickly, even if they're not pulling the entire line of a given company. In fact, if the average is 12 titles a month or 3 a week, you're down to around 650,000 readers.
It may seem that these can't also be the trade buyers, but if you consider the same mechanism for non-Diamond sales, and assuming 2017 is worth $800m of those (which it probably won't be), you still have to take into account that the average trade is much more expensive, and many, like the Walking Dead introductory collections, are sold bundled or otherwise at a high unit price. Precisely how units are calculated when a bundle is involved is debatable, but largely irrelevant here.
