Let’s remember this, okay? It’s important. 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."
Kelly Sue Deconnick, comics writer, explains why there are so few female-led superhero titles. (And pretty much every other problem with comics today.)
Later in the same passage, she goes further: