LAST TIME, I looked at the first few Spider-Man stories and how they set the agenda for the whole of the character's future. But it wasn't until issue 3, when the full-length stories began, that Amazing Spider-Man really took off as a title. The Doctor Octopus in ASM3 story was reprinted in MCIC1 just two and a half years after it first appeared. This may well have been in response to the volume of letters the Bullpen was receiving asking for back issues of the Marvel titles. The first time I would have come across the story from ASM3 would have been in reprint form in Marvel Collectors' Item Classics 1 in late 1965, or possibly early 1966. "The Strangest Foe of All Time - Doctor Octopus" was a genuine milestone for the character, as the increased page count opened up story opportunities that hadn't been possible in the earlier 14- and ten-page episodes. The first page of the story (this is the reprint from Marvel Collectors' Item Classics 1 ),...
BACK IN THE LAST CENTURY I earned my living in the magazine business ... and the prevailing wisdom at the time was that you didn't ever - under any circumstances - mess with the magazine's logo. In fact, any kind of change to the magazine's masthead was frowned upon, and even re-branding exercises were viewed with much suspicion. In the last entry in this blog, I looked at the many times that Marvel Comics changed their magazine's logos during the 1960s ... it all seemed so much easier then. But even less acceptable was the idea that you could transform the comic's logo for just one issue for, oh I don't know ... Dramatic Effect. From a marketing perspective, that's an even bigger risk than changing the logo as part of the natural evolution of a magazine's masthead Strangely, though this blog focusses on Marvel Comics, and I've always maintained Stan Lee was far more willing to experiment with different approaches to comics and storytelling than his...