August 1967
"Don't be a wreck - buy BRAND ECHH! BRAND ECHH! BRAND ECHH! BRAND ECHH! BRAND ECHH! Oh, and before we forget - the name of the mag is BRAND ECHH!"
From Fantastic Four, Vol. 1, No. 65
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Most of the comics Stan [Lee] worked on in the sixties have been praised to Asgardian proportion and I certainly agree there was wonderment aplenty in there. But I also really liked the friendly editorial "voice" he established in his letter columns, house ads and especially in the Bullpen Bulletins. He put himself on a first-name basis with the readership at a time when the rival DC editors generally came across not only as adults but stodgy adults. He simultaneously bragged about the greatness of Marvel and expressed such humility that when they screwed up, as they occasionally did, you were willing to cut them a lot of slack."
When I was a kid, there was this series of hardcover juvenile adventure books featuring a character named Jerry Todd. They were something like the Hardy Boys, but they had a lot of humor mixed in with the adventure. And at the very end of each book, the publisher printed letters from the readers as well as responses from the author himself. It was so informal, so warm...it made me feel like I knew these guys and they cared about what their readers thought. I was surprised at the time other books didn't see what a great idea this was. I don't know if I consciously remembered those books when I set out to do the Bullpen page years later, or if I was unconsciously influenced and only afterwards realized where I got the idea from. I do know that talking to the readers informally and indirectly seemed like the natural thing to do."
Most of the comics Stan [Lee] worked on in the sixties have been praised to Asgardian proportion and I certainly agree there was wonderment aplenty in there. But I also really liked the friendly editorial "voice" he established in his letter columns, house ads and especially in the Bullpen Bulletins. He put himself on a first-name basis with the readership at a time when the rival DC editors generally came across not only as adults but stodgy adults. He simultaneously bragged about the greatness of Marvel and expressed such humility that when they screwed up, as they occasionally did, you were willing to cut them a lot of slack."
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