Simon Furman Q&A.

[STL]

In fact, AHM issue 1 sold one copy less than Devastation issue 1 in the same period of time, though Ryall and McCarthy dispute these independent sales figures, claiming IDW's own are far more impressive.

I have a few friends who run comic shops in the US and they tell me that IDW's trades might have more alternative avenues but definitely not their comics. I think AHM's lack of success is really people just being sick and tired of IDW. It's sad, really.

EDIT:

Thinking about it again, I do wonder what the reorder capacity on IDW's trades are b/c I guess that's where a lot of money can be made by other sources than the Direct Market (the comic market). It seems from recent solicitations that many of IDW's have gone into 3rd or 4th printings IIRC so that's potentially a good sign that their series have longevity. And it makes sense too as it seems more TF fans only are randomly comic fans these days.

That or most of them read it online.