30 Years Ago, DC Beat Marvel For The Same Reason They’re Doing It Now

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DC Comics is currently experiencing a huge surge in popularity. Recent sales data from ICv2 shows that nine out of the top ten best-selling books in November were published by DC, including titles like Batman, Absolute editions, “H2SH”, and the DC K.O. series. This level of success would have been unthinkable just a year ago, and even less expected two years ago. DC, the oldest comic book publisher, has clearly been focused on improving the quality of its books, and it’s paying off. For the first time in a long while, DC Comics is leading the market, which brings to mind a previous period of success for the publisher and the factors that drove it.

DC’s recent success comes down to one key thing: strong writing. Over the past few years, DC’s creative team has been revitalizing its universe, reintroducing classic characters and teams. They currently have some of the best writers in the comic book industry, and it reminds many of the 1990s – a time when DC consistently earned critical and fan praise, even when sales weren’t always the highest. ’90s DC was exceptional, especially considering it faced stiff competition from two dominant publishers.

DC in the ’90s Was Able to Create the Best Books Because They Cared About the Writing More than the Art

The 1990s were a fascinating period for comic books. The 1980s had been strong for both Marvel and DC, with both companies attracting many talented artists and writers. Marvel, in particular, focused on artists, which led to huge sales at the start of the ’90s with the first issues of titles like Spider-Man, X-Force, and the new X-Men series. Large-scale crossover events were popular, and DC joined the trend with stories like “Death of Superman” and “Knightfall.” At the same time, DC’s Vertigo imprint was gaining recognition with critically acclaimed books like Swamp Thing, Animal Man, Doom Patrol, Shade the Changing Man, and The Sandman.

Throughout the 1980s, while Marvel focused on attracting top artists, DC Comics excelled at recruiting talented writers. Creators like Alan Moore, Brian Bolland, and Dave Gibbons, all from the UK, paved the way for others. DC continued to bring in exceptionally skilled writers, including Grant Morrison, Peter Milligan, and Garth Ennis. American writers such as Mark Waid also contributed, working on titles like The Flash, while the Superman books benefited from experienced professionals like Louise Simonson and Roger Stern, leading to a period of solid success. However, DC’s biggest surge in popularity wouldn’t happen until the mid-1990s.

Things started looking up for DC Comics in 1993 with the launch of the Vertigo imprint, which gave creators a lot of creative freedom backed by DC’s resources. They successfully updated classic titles like Legion of Superheroes and gave Aquaman, Supergirl, and Young Justice fresh starts thanks to writer Peter David. Titles like The Flash, The Golden Age, and Starman reignited interest in DC’s history, while they also focused on rebuilding their teen hero lineup with new versions of Robin, Impulse, and Superboy. Not every attempt was a hit – Extreme Justice and Hawkman didn’t quite land – but DC generally let its creators do their best work. While Marvel was focused on big events and competing with Image Comics, DC simply aimed to produce great comics, and that strategy paid off.

Grant Morrison’s work on JLA really solidified DC’s exciting new direction. Hitman was a superhero comic unlike anything else being published at the time. Books like Aztek, Hourman, Chase, Chronos, and Resurrection Man weren’t always huge sellers, but they were incredibly well-written—I highly recommend tracking down Chase if you can; I still think it’s fantastic. Kingdom Come has become a classic, and the late 90s saw DC consistently produce some of the best superhero comics of the decade. While Marvel had some strong titles like Thunderbolts, Untold Tales of Spider-Man, and The Incredible Hulk, as well as the “Heroes Return” books, it felt like they were playing catch-up. 90s DC was always focused on innovative storytelling, prioritizing the quality of the stories over flashy images or big events, and it really paid off. That same creative energy is what I’m feeling from DC today.

DC Is More Willing to Let Its Creator Write and It’s Paid Off

The 1990s are often remembered as a period where comic book style overshadowed storytelling. Marvel and Image Comics fiercely competed for collectors, almost damaging the industry. Throughout this decade, DC Comics consistently maintained strong writing. Revisiting ’90s DC comics is genuinely enjoyable, while older Marvel issues often showcase impressive art but lack depth. ’90s Image comics are rarely reread for their stories; people mostly flip through them to admire the artwork. The publisher gave its artists creative freedom, which proved successful, and they continue to follow that approach today.

DC Comics seems to be prioritizing strong storytelling and character development, and it’s resonating with readers. Their Absolute editions have consistently been bestsellers for over a year, and titles like Superman, Justice League Unlimited, and Wonder Woman are gaining popularity. DC fans are optimistic about what’s to come, and the company is currently producing some of the most compelling comics from the two major publishers. While I still enjoy Marvel, I haven’t been as impressed with their recent releases. Ultimately, quality writing prevails, and DC is demonstrating that right now.

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2025-12-08 21:11