DC Women Kicking Ass: DC Releases Nielsen survey numbers; few new readers, female readership declines

DC Women Kicking Ass: DC Releases Nielsen survey numbers; few new readers, female readership declines:

pornosophical:

gailsimone:

dcwomenkickingass:

The results of the Nielsen Survey that DC did post reboot are in and the results are depressing. In an article on ICv2, DC's Executive Vice President of Sales, Marketing and Business Development John Rood outlined the results.

Remember the idea of bringing in new readers? The survey found…

I am extremely skeptical of these results. They do not match my experience or those of my writer friends, particularly regarding female readership. Also, I've been talking with dozens of stores and I don't think they would agree with these numbers either.

Something seems very, VERY off.

Yeah. Uh huh. Because anecdotal evidence always outweighs empirical datasets. 

Really.

Are you kidding, here? You think 'empirical"means unimpeachable? You think sending out some people in a random sampling, for the first time ever in this medium, somehow trumps what actual retailers are saying about who is buying their books?

We know almost nothing about the methodology here. It seems pretty gullible to just accept it without question as being 100% accurate. Downright naive, I'd say.