Marvel and DC definitely have the most recognizable characters in comics. IDW, Dark Horse and Dynamite publish more from recognizable brands (Transformers, Dr Who, Conan, GI Joe, Lone Ranger, Green Hornet, etc), so they do have potential to increase their sales, but only while those brands are popular. I think these companies are and definitely will stay as a respectable brands, but they will still not become as well known as DC or Marvel.
The only company (as of right now) that produces primarily original material that has a shot at joining DC and Marvel is Image. Walking Dead is highly recognizable, and its sales are strong, and it has a popular TV show. A few other of their comic series sell very well as well (ex. Sagas). Personally, I think what they really need is some more exposure. Have several other comic series become TV shows/movies, etc. I don't think Image can ever have a "shared universe" simply because everything is creator owned, and are not licensed properties , unless multiple creators join together to make a big crossover event (like Dynamite has done with its Prophecy cross-over book, joining several properties of theirs). While I don't think Image can surpass DC or Marvel, than can join them as a solid #3. IMHO, they already are the #3 comic publisher, but not quite yet on the same level as DC or Marvel.
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