Marvel President Terry Stewart and Richard Rogers, the head of Marvel’s marketing department, decided that Spider-Man’s thirtieth anniversary was the perfect opportunity for 3-D hologram covers and more crossovers and double-sized issues. Not everyone was convinced “Right after the Spider-Man thirtieth anniversary went on the schedule,” said Director of Sales Lou Bank, “a memo came out of [marketing], detailing the anniversaries of all the other characters, one after the other. That, I believe, is when editorial let out a collective growl. It was year after year of anniversary after anniversary.”
Text from Marvel Comics: The Untold Story.