Okay, last one and I'm done:
Why do you think it's been so difficult for Marvel to establish a female hero who isn't 1.) based of a male counterpart, 2.) made to give gender balance to a team or 3.) made to be the love interest of a more popular male hero?
Marvel is a publicly-owned company. They exist to make money. Period. If there was an idea that extra dollar could be made with female-led comics, Marvel would have more lady-led books than Avengers titles--with multiple variant covers, no doubt.
Why are there so many Avengers titles? They sell. Reliably.
The publisher's customer is not the reader. Follow? The publisher's customer is the retailer. Once the retailer orders the book, from the publisher's standpoint, THAT IS THE SALE.
Those sales figures you see on icv2 or whatever? Those do not indicate the number of readers who pick up a book, they indicate the number of copies ordered by stores.
The whole comment is an in-depth explanation of the mechanics that perpetuate sexism in the comics industry. The best part, I think, was when she covers manga:
Think about the manga boom for a minute. The American notion had always been that women would not buy comics in significant numbers. There was even a commonly bandied about notion that "women are not visual." Who bought manga in the US? Largely women and girls. At ten bucks a pop, no less. Women spent literally millions of dollars on what? On comics.
Well, for one thing, they didn't have to venture into comic book stores to get it. No risks of unfriendly clerks or clientele, authenticity tests or the porn basement atmosphere that even if it's not the reality of most stores, is certainly the broad perception. They could buy manga at the mall. What's more, they didn't need a guide. All they had to do was find the manga section, flip the books over and read the description (just like they'd done with any book they'd ever bought in their lives) and then, once they found one that interested them, find the volume with the giant number 1 on it and head to the check out.
And, her solution:
So what can we do? As readers, the most powerful tool we have is the pre-order. PRE-ORDER, PRE-ORDER, PRE-ORDER. Why? Because when you pre-order with a store, that is a sale to the store. The store is not assuming any risk. Therefore they bump up their orders with the publisher, which is reflected in the title's sales, which then becomes a cue to the publisher... hm... maybe these books will sell? Let's make more!