Sandman: Endless Nights debuts at #20

This is simply amazing. No comic book has ever been on the NYTimes bestseller list. Not even Maus, I take it.

Here’s a question: how are so many non-comic readers finding out about this book? What has gone right for this to get a general audience willing to try it? These are assumptions, of course; it could be that all of the Sandman fans over the years buying this book all at once amounted to enough to give it these massive sales, and next week it won’t even appear on the list because everyone interested has already bought theirs. But the reasons for this success should be investigated.

I wonder if it has anything to do with the author doing an actual book tour just like every other author of a standard book would do?