J. Jonah Jameson

• 1. Introduction

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  J. Jonah Jameson is the flattop-haired, cigar-smoking newspaper boss of Marvel Comics, and he first appeared in The Amazing Spider-Man issue #1, dated March 1963. Writer Stan Lee and artist Steve Ditko created him. With his moustache and his ever-present cigar, he runs the Daily Bugle in New York City. Issue after issue, he calls Spider-Man a menace, a threat and a criminal. Yet this same publisher also goes after crooked politicians and crime bosses with real courage. So what drives a man who prizes law enforcement to wage a long smear campaign against a hero? Who is he beneath the bluster? And who did his creators have in mind when they drew him?

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• 2. Behind the Mustache

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  A story titled "Behind the Mustache", printed in Spider-Man's Tangled Web #20 in January 2003, gives Jameson a childhood with David and Betty Jameson. David was a decorated Army officer and war veteran. At home, though, he regularly abused his wife and son. The boy drew a bitter lesson: "No one's a hero every day of the week." He added, "Even the real heroes can't keep it up all the time."

  Later issues of The Amazing Spider-Man revised the picture. David turned out to be Jonah's foster father and the brother of J. Jonah Jameson Sr., the biological father, who had to leave his son behind for undisclosed reasons.

  As a boy, Jameson joined the Boy Scouts. In high school he loved boxing and photography. The school photo club is where he met his first wife, Joan. When the school's three top athletes bullied him, he fought back and beat all three badly. Joan was impressed, and they began dating. They married as soon as school ended.

  In Marvels #1, a young reporter boasts to his colleagues that he will one day run the Daily Bugle. Writer Kurt Busiek and artist Alex Ross meant that reporter to be Jameson. The editor of the Spider-Man line objected. Jameson would have been too young to be alive in the early 1940s, when the story is set. It was too late to redraw the scene, so the editor settled for removing Jameson's name from the issue.

  When the United States joined World War II in 1941, Jameson served as a war correspondent in Europe. Sergeant Fury and His Howling Commandos #110 shows him covering a mission led by Sergeant Nicholas Fury.

  After the war, Jameson and Joan had a son, John Jonah Jameson III, who grew up to be an astronaut. Then Jameson came home from a journalistic mission in Korea and learned that Joan had died in a mugging. He threw himself into work to dull the pain. He rose to editor-in-chief of the Daily Bugle and eventually bought the paper, making good on his earlier boasts. He earned a mostly deserved reputation for integrity. His greed, opportunism and belligerent stubbornness made him plenty of enemies as well.

  In Amazing Spider-Man #162, from November 1976, Jameson introduces himself to Dr. Marla Madison, a distinguished scientist and the daughter of a late friend. He wants her help building a new robot to defeat Spider-Man, one of a series that the hero has survived and destroyed. Marla finds the challenge interesting, and the two grow closer until they marry. Jameson stays a devoted, if slightly overprotective, husband.

  Marla adopts her niece Mattie Franklin, the daughter of a friend of Jonah's. Jonah first resists having a roguish teenager in his house. She insists on affectionately calling him "Unca Jonah." Soon he regards her almost as a daughter. Two weeks after Mattie is abducted by people harvesting a mutant growth hormone, private investigators Jessica Drew and Jessica Jones find her. They tell Jonah and Marla that Mattie is secretly the vigilante Spider-Woman. In gratitude, Jonah heavily promotes Jones's agency and hires her as a reporter for the Bugle's new Pulse magazine.

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• 3. The Mask Problem

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  Among the viewers of Spider-Man's first television broadcast sat J. Jonah Jameson. Once the hero turned into a masked vigilante, Jameson set about blackening his name. Painting him as unhinged sold more copies of the Daily Bugle. It also punished the hero for overshadowing Jameson's astronaut son. When Spider-Man tried to repair his image by rescuing that son from danger, Jameson claimed the rescue was staged for the hero's own benefit.

  The pattern has two halves. Jameson accuses Spider-Man of crime after crime in public, then prints nearly as many retractions after he is proven wrong. The lead story of Amazing Spider-Man #2, from May 1963, supplies the other half. Peter Parker sells photos of himself as Spider-Man to the Bugle, and few questions get asked. Jameson uses the pictures to back his editorials against the hero, never realizing that he is giving the hero a paycheck.

  The claim that Spider-Man was the criminal overlord called the Big Man fell apart. Jameson then admitted he was jealous of the hero's courage and selflessness. He felt unable to think of himself as a good man while someone like Spider-Man existed. Yet he openly idolizes Captain America. Mary Jane Watson-Parker has suggested that the real offense is that Spider-Man works outside the law.

  A psychiatrist offered a third answer: the mask. People who claim to be heroes while hiding their faces make Jameson subconsciously sure of a horrible secret, just as his foster father had one. Years later, while interviewing Spider-Man, Jameson himself said he used to blame jealousy, or worry that children would copy the hero. The mask, he said, is the real reason.

  Spider-Man's reaction ranges from frustration and anger at the ungrateful publisher to amused acceptance of his self-destructive stubbornness. Sometimes it produces pranks meant to needle him. Jameson's rancor can fade after Spider-Man saves the life of someone he loves. His search for a flaw in the hero always returns before long.

  Spencer Smythe's Spider-Slayer robots are among the tools Jameson uses to hunt his target. He also posts rewards for Spider-Man's capture or his secret identity, and he commissions superpowered agents to defeat the hero. His most consequential hire is a private detective named MacDonald Gargan. Jameson puts Gargan through a regimen of genetic enhancement and turns him into the Scorpion. Gargan goes insane and attacks his benefactor. Spider-Man protects Jameson anyway, and Jameson keeps his part in the Scorpion's creation secret for years. The Scorpion strikes again before Jameson and Marla marry, kidnapping her until Spider-Man defeats him.

  Other hires follow. Jameson enlists Harlan Stillwell to make an opponent for the hero, and Stillwell creates the Human Fly, who holds his own vendetta against Jameson. He hires Silver Sable and her Wild Pack to hunt Spider-Man down. When Spider-Man is wanted for the deaths of Gwen Stacy and Norman Osborn, Jameson hires Luke Cage to capture him. During a television interview, Jameson offers Electro a reward of five thousand dollars, in 1970 money, to launch a surprise attack on the hero.

  Jameson also aims his paper at villains. He has expressed disgust at racial prejudice on several occasions, and he has campaigned for labor and mutant rights. Sam Bullitt, a candidate for New York Attorney General, pledged to arrest Spider-Man if elected, and Jameson backed him at first. He reversed course on learning that Bullitt was a racist crook. Against mayoral candidate Randolf Cherryh, Jameson published a major exposé of criminal ties, warning in advance that a retaliatory lawsuit could bankrupt the Bugle. He also attacked presidential candidate Graydon Creed for his anti-mutant agenda. He investigated the shadowy Operation: Zero Tolerance, though he never managed to uncover the truth.

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• 4. Losing the Bugle

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  The Hobgoblin found the weak spot: the guilt Jameson carried over the Scorpion. He blackmailed Jameson with it. Rather than give in, Jameson confessed his role to the whole world in a public editorial. He then stepped down as editor-in-chief and handed the post to his immediate subordinate, Joseph "Robbie" Robertson. Jameson stayed on as publisher.

  The multimillionaire Thomas Fireheart then bought control of the Bugle out from under him. Fireheart felt he owed Spider-Man a debt of honor, and he used the paper to run a pro-Spider-Man campaign. Jameson launched a rival magazine that kept publishing anti-Spider-Man articles. Spider-Man found the campaign embarrassing and demanded repeatedly that Fireheart stop. Fireheart responded by challenging him to a battle to the death in New Mexico. Before it, he sold the Bugle back to Jameson for one dollar. The condition was an obituary, to be printed "For either me, or Spider-Man." Jameson, shocked, took the deal.

  Norman Osborn forced the next sale. Threats against Jameson's family pushed him into selling the Bugle to Osborn, while the supervillain Mad Jack attacked and hounded him at the same time. Working under Osborn took a heavy mental toll and nearly drove Jameson to attempted murder. He got the paper back only after Osborn was driven underground by temporary insanity.

  Then came the day Jameson was driving home from work and a duplicate of Spider-Man, created by Mysterio, leapt in front of his car. Jameson crashed into a tree. Everyone believed he had died on impact, and the media blamed Spider-Man. Jameson was shown rising toward a light, only to be condemned for the injustices of his life. He then descended into a staged version of Hell, where a Spider-Man-themed demon tormented him. All of it was part of Mysterio's revenge, and it was Spider-Man who rescued him.

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• 5. Unmasked

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  During the 2006-2007 series Civil War: Front Line, Jameson pressures his staff into backing the federal government's Superhuman Registration Act. He has lost his hands-on role at the paper, but he still sets its tone. Then Spider-Man pulls off his mask and announces that he is Peter Parker. Jameson faints. The man he had been calling a menace had been on his payroll for years. A second blow lands at the same time: She-Hulk has become his daughter-in-law, and she and Spider-Man had previously sued him for libel.

  Later accounts reveal what Jameson had really felt. He had always believed in a bond of trust with Peter and thought of him as another son, the "last honest man" in the world. He had bought Peter's photos even when he thought them inferior, as a discreet way to help him financially. Peter's public confession leaves Jameson feeling betrayed and humiliated, and the bond shatters. He plans to sue Parker for fraud and demand back every dollar he ever paid him. Then he learns that the government has granted Parker amnesty for everything done to protect his secret, including photographing himself. Between that and his son's marriage, Jameson explodes and attacks his daughter-in-law with the original Spider-Slayer. She destroys it easily. To smooth things over, she says she will handle the fraud lawsuit herself, privately intending to drag it out as long as possible.

  Spider-Man later defects from the government side and joins Captain America's Secret Avengers. Jameson posts a reward for Parker. He also coerces Peter's former girlfriend Debra Whitman into writing a false account of him. Betty Brant secretly passes details of this to The Daily Globe, which runs a front-page exposé.

  Robbie Robertson, the editor-in-chief and Jameson's closest friend, stands up to him over his treatment of Peter and Spider-Man. Jameson fires him. Some time later he turns up at the Robertson house with a bottle of wine, two black eyes and a broken hand. He tells Robbie what happened. He had found his office covered in webbing, with a note telling him to meet Spider-Man at an old gangster lair. There, Spider-Man tried to talk him into rehiring Robbie. Jameson offered a choice: the lawsuit against Peter would be dropped, or Robbie would be rehired. Spider-Man chose the lawsuit, because he believed Jameson had fired Robbie only to antagonize him.

  Then Spider-Man told Jameson to hit him as often as he liked, to work out his frustration. Jameson hesitated until Spider-Man threatened to tell his wife and son about his "cowardice." Jameson snapped. He kept hitting him, over and over, until his hand broke. Spider-Man then brought down a roll of film from the rafters. It held photographs of the fight, which he said would sell "a gazillion copies." Back at the Bugle, Jameson crushed the film under his foot. He did not quite know why. As he turned to leave, Betty Brant accidentally hit him in the face with a door, which explains his two black eyes. Having told the story, Jameson tells Robbie he will rehire him and drop the lawsuit.

  The unmasking does not last. The "One More Day" events undo it, and after the "Brand New Day" storyline, Peter's identity is secret again. By then Jameson's heart has already failed him once. The first attack, a mild one, came in The Amazing Spider-Man #70 while Spider-Man, having finally lost his temper after years of abuse, threatened him.

  In the new status quo, the Bugle is in financial trouble. Peter is not selling as many photos, and star reporter Ben Urich is gone. The wealthy Dexter Bennett offers a buyout, and Jameson stops everyone's paychecks to raise the capital. The whole staff agrees to work for free as a sign of solidarity. Peter, needing money for an apartment, comes in claiming he is owed pay. Jameson yells at him, and Peter yells back that his photographs kept the paper selling while Jameson raked in the profits. Jameson starts to shout again but stops short with a second heart attack. Peter gives him CPR until paramedics arrive.

  While Jameson waits for surgery, his wife talks to a lawyer about power of attorney and about selling the last Bugle shares without his say. When Spider-Man visits, he lets slip that the paper has been sold to Bennett, and Jameson has another heart attack. Spider-Man again gives him CPR. For once, Jameson blames no one but Bennett and keeps muttering his name. Physiotherapy and tai chi classes follow, and he has yet to forgive his wife for selling the paper.

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• 6. City Hall

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  In a 2009 storyline, Jameson is elected Mayor of New York City. Spider-Man is away in another dimension with the Fantastic Four, and a month passes on Earth while they experience only a few hours. In his new office, Jameson receives a visit from his estranged father, J. Jonah Jameson Sr. The older man demands that his son end the vendetta. He points to Spider-Man's many heroic deeds. Even the Avengers and Captain America have accepted the hero. Spider-Man walks into the mayor's office hoping for a truce. Instead, Jameson announces that he has assembled an "Anti-Spider Squad" to capture him. Spider-Man responds by doing more good, performing heroic deeds across the city simply to enrage the mayor. Jameson puts the squad on double shifts, and the city council's budget suffers.

  During "Dark Reign," a member of the Dark Avengers goes by the name Spider-Man. He is really Mac Gargan, and he wants revenge on Jameson. Jameson comes home to find a dead stripper on his bed. When Gargan starts a gang war, Jameson goes to Norman Osborn for help and is handed "Spider-Man" himself. The gang war ends when this Spider-Man appears to save the Big Apple Festival from Bullseye, Daken and the gangs. Jameson's popularity jumps, and he never realizes he has been working with a different Spider-Man.

  His father is also marrying May Parker, which Jameson dislikes but begrudgingly accepts. He even offers to pay for the ceremony out of his own pocket and to preside over it. The marriage makes him technically Peter Parker's brother or cousin, something he very clearly dislikes.

  In "The Gauntlet," Spider-Man tries to stop the Chameleon from exploding a bomb that would kill thousands. Jameson sends his squad, in Mandroid suits, to attack the hero. Spider-Man uses his knowledge of the suits to disarm the bomb. The squad refuses to arrest him. The next day every member has resigned. Jameson's aide tells him that Spider-Man's heroics do not deserve a criminal's treatment. The aide then resigns too, telling Jameson to choose between Spider-Man and actually helping the city.

  Jameson later gives a financial bailout to Dexter Bennett to keep the Bugle afloat, and the public backlash is seized on by Electro. He calls the Bugle a greedy corporation and draws power from his supporters by switching on every electrical appliance across the city. In the showdown with Spider-Man inside the Bugle building, Bennett is crushed by rubble and the whole building is destroyed. For Jameson, losing the paper's longtime headquarters is heartbreaking.

  A mob boss falsely claims that Jameson created the Vulture, so that the Vulture will attack him. Spider-Man has to fight to protect him. A security guard named Gabriel Graham, whose name Jameson had never even known, gives his life to shield Jameson. The sacrifice deeply affects Jameson. Peter doctors a photo showing Jameson fighting back against the Vulture, and it does win public support for Jameson. Jameson then exposes the picture as a fake and publicly fires Peter Parker.

  Marla's death follows in the "Big Time" storyline. Alistair Smythe tries to kill Jameson, and Marla shields her husband, saving his life but dying in the process. Holding her, Jameson does not blame Spider-Man this time. He blames himself.

  During "Spider-Island," Jameson's popularity as mayor has plummeted and his squad is seen as a huge drain on taxpayers. He is infected with spider powers and mutates into a spider-like creature, and in that form nearly kills Smythe. He is cured along with the rest of the city. Later he closes down Horizon Labs without a court order and places the city under martial law. He has to reopen the labs when they return as heroes.

  The Superior Spider-Man, which is Doctor Octopus's mind in Spider-Man's body, changes the relationship. Jameson arrives to thank him personally, while Peter Parker's consciousness watches in shock at the change. At the execution of Alistair Smythe on the Raft, Jameson is present with the Superior Spider-Man, his assistant Glory Grant and a Bugle reporter. After Smythe escapes, Jameson refuses to wait in a protective force field. He poses as a prison guard to shoot Smythe. He tells Superior Spider-Man he brought him there to make sure Smythe dies by any means necessary. Later, Superior Spider-Man uses a recording of that meeting to blackmail Jameson into handing over the Raft as his headquarters. Jameson makes the announcement at a press conference. Superior Spider-Man renames the place "Spider-Island II."

  Then Jameson unveils the Goblin-Slayers, machines meant to fight the Goblin King's forces. They turn out to be Spider-Slayers with Jameson's face projected on the faceplate, and the Green Goblin takes control of them. Facing heavy fire at City Hall, Jameson tries to blame Alchemax, but Liz Allan announces that the company is severing all ties with him. After Peter Parker is restored to his body, he visits Jameson's office and returns the Spider-Bot that Doctor Octopus used to record the blackmail material. Jameson refuses it. He says he would not believe whatever Spider-Man tells him and now thinks of him as a monster who stomps on others. Spider-Man says Jameson should stay and fight rather than take the blame for what the Green Goblin caused. After Spider-Man leaves, Jameson reveals that he has already resigned as mayor, promising that from now on he will kick back.

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• 7. Second Chances

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  Jameson later establishes the Fact Channel. During a battle between Silk and Electro, he stays on the channel and forces the cameraman to keep filming. The Black Cat tries to unmask Spider-Man on camera. Jameson's angle blocks the view just long enough for the hero to put his mask back on.

  His estranged father Jay later coughs up blood and collapses. At Mount Sinai Hospital, at the start of the Dead No More: The Clone Conspiracy storyline, a doctor from New U Technologies approaches Jameson. The company claims it can use a person's DNA to clone replacement parts. As proof, the doctor calls in an apparently revived Marla Jameson. Peter, who knows the truth behind the company but cannot say so without exposing his secret, insists on conventional surgery, and Jay sides with him. The surgery is not enough, and Jay dies.

  The revived Marla turns out to be a clone made by the Jackal. Her false memories run all the way up to her death. Jameson is later given a revived clone of Mattie Franklin too. Reporter Cindy finds his behavior off while investigating New U Technologies in San Francisco, and she sees him talking with his supposedly dead wife. Jameson tells her that he believes the company is doing good work, and he introduces her to Mattie and Marla.

  At Haven, Jameson asks the Jackal to revive his father. Instead the Jackal sends him upstairs to promote New U Technologies on television. Jameson is about to broadcast when the Jackal takes over the signal. He tells the world that everyone will die and be reborn with the Carrion Virus. The clones begin to decay rapidly, and Jameson's broadcast spreads the virus worldwide. Spider-Man and Anna Maria Marconi arrive to stop the broadcast. Afterward, Jameson and Silk find Marla and Mattie dead.

  Following a tense confrontation provoked by a rogue branch of S.H.I.E.L.D., Spider-Man agrees to an exclusive interview with Jameson and reveals his secret identity. Jameson vows to be more supportive of the hero in future.

  Norman Osborn later abducts Jameson to learn who Spider-Man is. Osborn pauses the torture to kill Phil Urich, who tried to raid one of Osborn's old storehouses as the self-proclaimed Goblin King. Then, suited up as the Green Goblin, Osborn hears Jameson insist that he could not stop Spider-Man since Gwen Stacy's death. The words remind Norman that Spider-Man is Peter Parker, and a mental block on the secret breaks. Jameson is devastated by what he has done. Guilt and fear for Parker's safety push him to help defend Spider-Man's inner circle. Osborn has by then bonded with the Carnage symbiote and become the Red Goblin. Jameson sends Venom to protect Mary Jane at Stark Tower. With Superior Octopus, he later helps defend Aunt May, operating an older version of the Spider-Slayer himself. When Spider-Man strips the Carnage symbiote from the Green Goblin, it is Spider-Man who persuades Jameson not to shoot.

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• 8. Many Voices

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  In an interview on Talk of the Nation, Stan Lee said he modeled J. Jonah Jameson as a much grumpier version of himself. Writers Tom DeFalco and Gerry Conway agreed that Jameson was as close as Lee ever came to a self-portrait. Conway described Lee as a "very complex and interesting guy," with a "tremendously charismatic part of himself," and an "honestly decent guy who cares about people." But he also has "this incredible ability to go immediately to shallow. Just, BOOM, right to shallow. And that's Jameson."

  Conway said he heard Lee's voice whenever he wrote Jameson's dialogue. On one occasion he wrote a Jameson speech that was almost directly quoted from a speech by Lee.

  Amazing Spider-Man Annual #18, in 1984, staged Jameson's wedding to Marla Madison. The creative staff thought the event important enough to ask Lee himself to script it. The art team on that issue imitated Steve Ditko's style.

  Jameson is a mainstay of the supporting cast and only rarely the star. Peter Parker, the Spectacular Spider-Man #80, from July 1983, is one example. Web of Spider-Man #52, from July 1989, is another, and Spider-Man himself appears in a single panel of it.

  Across Marvel's alternate worlds, Jameson takes odd shapes. In 1602: New World, he is an Irish colonist and friend of Ananias Dare. In Edge of Spider-Verse, he is a spider-powered hero called Headline. In Earth X, exposure to Terrigen Mist turns him into a donkey-like creature. In House of M, he serves as publicist to Peter Parker, a celebrity with no secret identity. In the series Spider-Man: Life Story, he is arrested in 1966 for his role in creating the Spider-Slayers and the Scorpion. After his release in 2001, he dies of a heart attack.

  What If? #24 of the first volume, dated December 1980, imagines Jameson exposing Spider-Man's secret identity to the public. It is considered one of the most highly regarded stories in the series. In another issue, where Ben Parker never died, Spider-Man becomes a successful entertainer and uses his wealth to shut down Jameson's paper. Jameson then turns criminal and organizes the Sinister Six to get revenge.

  On television, the 1967 series Spider-Man gave him the voice of Paul Kligman. That version is egotistical, greedy and cowardly. He accuses Spider-Man of any crime, even when the evidence says otherwise. The prequel episode "King Pinned" shows him warmer at first, even standing up to the Kingpin. Later versions softened him. David White in 1977 and Robert F. Simon in 1978 played him as more avuncular, and the 1981 series gave him a sniveling nephew named Mortimer.

  Ed Asner voiced him in Spider-Man: The Animated Series. This Jameson distrusts masks because his wife was killed by a masked gunman. He also owns a station called J3 Communications. He refuses to cover up the truth even when it would suit him. He hires Matt Murdock as defense attorney for the framed Peter Parker. He also helps Robbie Robertson when Tombstone and Fisk frame him.

  J. K. Simmons became the voice most associated with the role. In Sam Raimi's Spider-Man trilogy, from 2002 to 2007, he plays Jameson as blustering, bombastic, obsessive and hyperactive. This Jameson delights in anything that might discredit the hero. Still, he remains a good man at his core. James Cameron's earlier script for what became Spider-Man had made Jameson a television executive instead, and Cameron wanted R. Lee Ermey for the part. Simmons later voiced Jameson in Ultimate Spider-Man, where he is an anchorman. He also voiced him in an episode of Avengers: Earth's Mightiest Heroes. There, Jameson wrongly believes that Captain America betrayed the world after a Skrull impersonates him. In the Spider-Verse episodes of Ultimate Spider-Man, Simmons voices a gender-inverted J. Joanna Jameson, a J. Jonah Jackal from Spider-Ham's universe and a town crier from a medieval-themed universe. In Hulk and the Agents of S.M.A.S.H., he is a dinosaur named J. Jonah Jamesasaurus.

  In the Marvel Cinematic Universe, Simmons returns in Spider-Man: Far From Home in 2019 as a different Jameson. This one hosts a sensationalist video platform called TheDailyBugle.net. He appears bald, rather than wearing a toupee to mimic the flattop, to set this version apart from the Raimi Jameson. He then appears in Spider-Man: No Way Home in 2021, and he has said he has signed on for more films. In 2023, Spider-Man: Across the Spider-Verse has Simmons playing several alternate versions from Earth-1610, Earth-65 and Earth-42. Into the Spider-Verse, in 2018, gave a post-credits scene to Adam Brown, the film's editorial associate production manager.

  Video games keep updating the type. In Insomniac Games' Spider-Man series, Darin De Paul voices a Jameson who runs his own podcast, "Just the Facts with J. Jonah Jameson." In Marvel's Spider-Man from 2018, he plays a conspiracy theorist. In Spider-Man: Miles Morales, he clashes with Danika Hart, host of the pro-Spider-Man podcast "The Danikast."

  Parodies show how far the image has travelled. On The Simpsons, Simmons voices Jameson-like publishers, including J.J. Gruff, Marge Simpson's editor. In the Robot Chicken episode "Gimme That Chocolate Milk," Jameson adds the latest Peter Parker picture to a secret room of Spider-Man photos. He secretly likes the hero. Ben 10 borrowed him too, in the news anchor Will Harangue, who believes Ben Tennyson is a menace.

  Dirk Maggs produced a BBC radio play adapting the early Spider-Man issues. Bill Roberts voiced Jameson in it, and Maggs called that performance "the definitive version" of the character.

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