In my review of ONE MORE DAY, I said:
I also heard that this retcon came about because editor Joe Quesada-- who also furnished the art for DAY-- didn't like the status quo of Peter Parker being married to Mary Jane. Unlike many of DAY's critics, I didn't have strong feelings about the marriage. I found it mildly pleasing that Parker should enjoy a measure of domestic contentment, not least because the post-Silver Age Parker wasn't, in my opinion, ever likely to generate scads of romance-subplots.
What I should have said was "scads of GOOD romance-subplots." Even though I ceased keeping track of SPIDER-MAN continuity by the end of the nineties, I was aware that there had been various attempts to give Peter Parker girlfriends aside from Mary Jane Watson. I've forgotten most of them, except for the Black Cat, who was a lot of fun but not any real competition for Mary Jane, any more than any of the others.
This thought, however, did send me down a new rabbit-hole. Why did it work, the schtick of Peter having two beautiful glamour-queens courtesy of John Romita? Obviously, editor/writer Stan Lee wanted to promote the idea of "Peter the Swinger," and I was far from the only one who liked it, since SPIDER-MAN's preteen/adolescent audience embraced the change.
To be sure, it wasn't totally out of left field. Parker started out with just one prospective girlfriend, secretary Betty Brant, but within a year or so Lee and Ditko gave Betty competition in high-school vixen Liz Allen. Throughout the Ditko years Parker dressed and talked like a square, but since he was good-looking, the idea of two pretty-but-not-glamorous girls competing for him was not far-fetched.
However, in ASM #25 the creators decided to further tease the romance-loving readers by giving them an on-camera sample of a third source of competition. Up to that point Mary Jane Watson had only been referenced by name a few times, as the niece of Aunt May's friend. Mary Jane finally appears, but cagey Ditko doesn't allow readers to see her face. Lee's dialogue, however, established that when Betty and Liz lay eyes on her, they think she's movie-star gorgeous-- which was clearly meant to be a joke on Parker, since he had been avoiding any introduction to MJ, on the supposition that she was a dog.
The Mary Jane situation was dropped for the next year, during which time the decision was made to write out Liz and to officially kill Parker's relationship with Betty. However, both Lee and Ditko weren't intending at that point to leave their hero pining away, for at college Parker had his first encounters with Gwen Stacy. As abrasive as those encounters were, there could be little doubt that Lee and Ditko meant to promote Gwen as the new love-interest. Presumably Ditko didn't forget Mary Jane entirely, but when he quit the book in 1966, any plans he might have formed became null and void. Lee was thus responsible for resurrecting Mary Jane, partly in the knowledge that John Romita would be perfect to depict the red-haired gamine.
Surprisingly, given Lee's history with romance-humor strips like MILLIE THE MODEL, it took a long time for Gwen and MJ to become rivals, particularly in comparison to the rapid declaration of the Betty-Liz hostilities. Since Gwen's introduction, Parker hadn't dated Gwen or even asked her out, but he clearly fancied her. As for Gwen, in her less demanding moments she defended Parker against the attacks of Flash Thompson, whom she did apparently date (though one presumes he was always kept at arm's-length). Gwen seems indifferent when Parker starts dating MJ, but in issue #48 it finally becomes evident that the two girls are fully aware of one another's hot-titude, and that a subtle feminine gauntlet has been thrown.
With ASM #53 the duel begins in earnest. Gwen, despite not having pursued Parker before this, wangles an invite to accompany Parker to a science exhibit on the excuse that she's a "sci major." This may be the first and last time she or anyone else makes such a statement until the character shows up in the 2012 AMAZING SPIDER-MAN movie. Flash Thompson gets drafted during the time-period and it seems that Gwen makes him no promises about not sitting under any apple-trees with other suitors.
Once Flash is out of the way, the duel morphs into an ongoing set of skirmishes, in which it's obvious that Gwen and MJ are both warm for the same form, and they compete with assorted putdowns and catty remarks. At the same time, it's interesting that even though there was a superficial attempt to make Parker seem less square, Lee did not keep the two competitors in an endless Betty-and-Veronica dance. Even during MJ's earliest appearances, Lee took pains to show Gwen as the "good girl," while MJ was "the good times girl." That said, in the SPIDER-MAN universe neither lady would have slept with anyone out of wedlock, so both were essentially "good girls" in practice. But Gwen's affections were the "hard get," and so she got the editorial nod of preference.
In due time, though, once the feud was over and Gwen won the field, it became readily apparent that if Parker had a permanent girlfriend, that boxed in the hero romantically. And so when Roy Thomas and Gerry Conway proposed killing off Gwen Stacy, Lee-- who was no longer writing the feature anyway-- enthusiastically agreed, according to Thomas's assertions. Presumably all of them knew that this would necessitate moving Mary Jane back into romantic prominence. And though I'm no fan of the Gerry Conway SPIDER-MAN overall, I must admit he did a decent job of elevating the "good times girl" into respectable sweetheart material.
Shuttling back at last to my main point, why did the Gwen-MJ competition work in its day? Certainly Parker was more charismatic than average shlub Archie Andrews, who also managed to become the quarry for two females who looked like professional models. But I find it interesting that while Lee could have tossed Gwen and MJ into competition right away, as he and Ditko had done earlier with Betty and Liz, Lee played out the rivalry for close to a year's worth of stories until it finally took shape. Was Lee just drawing things out because he'd allowed Ditko to plot the feature for the last few years of their collaboration? Lee may have wanted to take more time with the soap-operatics, particularly if it was the case that his main collaborator Romita needed more script-guidance than Ditko had. But for me at least, the rivalry of Gwen and MJ succeeds because the two females decide of their own accord to compete over Parker. They certainly did not do so in response to his propensity to be any sort of "ladies' man." As presented by Lee and Romita, at least part of their motivation is to see whose glamorous light shines more brightly.

































