John Verpoorten never got the credit he deserved. As much as Kirby and Jim Steranko, he was the real creator of the trademark Marvel “look” and “feel” of the Sixties and on into the early Seventies.
The horror comics of the Seventies were mainly his doing, and they were very much the pattern for not only later horror comics, but modern horror movies and even the “urban fantasy” novel genre.
(Which is getting a bit ridiculous I admit; if I see one more “beautiful detective/lawyer/profiler falls for sexy vampire” title I swear I’ll… sharpen a stake.)
If you want to see what comics could have been from the beginning of the “Marvel Age”, try to find the original1960s animated Spider-Man TV series (ABC-TV), specifically the second season episodes (1968-69). They were less “comic book” than hardcore “Speculative Fiction” crossed with the pulps of the 1930s. The main reason being that John Verpoorten, who was Marvel’s executive on the series, brought in Lin Carter as story editor and head writer.
It would be fair to state that Verpoorten had as strong an influence on comics from the Sixties onward asAlfred Bester had on SF from the Fifties to the present day. (Bester virtually invented modern-day SF single-handed; see The Demolished Man and The Stars My Destination. Also, the Terminator owes as much to Bester’s “Fondly Fahrenheit” as he does to Harlan Ellison’s “Soldier”.)
The further Marvel has strayed from Verpoorten & Co.’s ideas, the worse they’ve been.