Direct market

The direct market is the dominant distribution and retail network for American comic books. The concept of the direct market was created in the 1970s by Phil Seuling. The network currently consists of:

• three major comic distributors:
  • Lunar Distribution (which distributes DC Comics since 2020 and Image Comics since 2023);
  • Penguin Random House Publisher Services (the distribution arm of the publishing company), which since 1 October 2021 distributes Marvel Comics, since 1 June 2022 distributes IDW Publishing, and since 1 June 2023 distributes Dark Horse Comics; and
  • Diamond Comic Distributors, which distributes most, if not all, non-DC/Marvel/Image/IDW/Dark Horse comics (having exclusive deals with those publishers) and wholesales Marvel Comics, Image Comics, IDW Publishing, and Dark Horse Comics.
• the majority of comics specialty stores, and
• other retailers of comic books and related merchandise.

The name is no longer a fully accurate description of the model by which it operates, but derives from its original implementation: retailers bypassing existing distributors to make "direct" purchases from publishers. The defining characteristic of the direct market however is non-returnability: unlike book store and news stand distribution, which operate on a sale-or-return model, direct market distribution prohibits distributors and retailers from returning their unsold merchandise for refunds. In exchange for more favorable ordering terms, retailers and distributors must gamble that they can accurately predict their customers' demand for products. Each month's surplus inventory, meanwhile, could be archived and sold later, driving the development of an organized market for "back issues."

The emergence of this lower-risk distribution system is also credited with providing an opportunity for new comics publishers to enter the business, despite the two bigger publishers Marvel and DC Comics still having the largest share. The establishment and growth of independent publishers and self-publishers, beginning in the late 1970s and continuing to the present, was made economically possible by the existence of a system that targets its retail audience, rather than relying on the scattershot approach embodied in the returnable newsstand system.