April 1968

"Anyway, when you're on top of the heap, it doesn't seem right to rib the other guy who hasn't quite made it - and that's why the only time we'll use the phrase Brand Echh from now on is in the title of our own goofy gag mag!
So, to the artists, writers, and editors of the other companies in this batty business in which we toil, many of whom are close personal friends of ours - we hereby end the fatuous little feud we've been flaunting before the public."

From Amazing Spider-Man, Vol.1, No. 59