And Spider-Man #1 also marks the moment when a whole new crop of investors (ahem, speculators) seriously made their presence felt in comics, having already wreaked havoc on the baseball card industry. Suddenly, people who weren’t fans saw comics as a license to print money. Dealers began driving up prices, creating absurd demand based on assumptions of desirability, and convincing unsuspecting schmoes that didn’t know Peter Parker from Planet Terry that they should purchase multiple copies of books at a substantial mark-up. Collectors and readers were no longer one and the same.
Spider-Man #1 sold over two million copies upon its release, yet only a few weeks later, people were paying $20 (or more) for copies, and putting them away for a rainy day.
This launch also led to a new level of comic-artist-as-rock-star insanity. Sure, there had been fan-favorite creators in comics for decades — Jim Steranko, Neal Adams, Bill Sienkiewicz, Frank Miller, John Byrne, and so on — but Todd’s Spider-Man elevated the hype above and beyond what anyone had seen before. It created a whole new style of creator-focused marketing that would lead to Rob Liefeld and Jim Lee being given their own X-books. In demonstrating how much of a title’s success could depend on the art alone, Spider-Man #1 paved the way for the high-flash/low-substance “extreme” era of comics that would follow.