Recognizable by his toothbrush moustache, flattop haircut, and ever-present cigar, he carries out a smear campaign against Spider-Man (and to a lesser extent, other superheroes such as Daredevil and the Avengers), frequently referring to him as a "menace" and a criminal, but occasionally and reluctantly allying with him.

[citation needed] Jameson gained a mostly deserved reputation for journalistic integrity, but his greedy opportunism and unyielding belligerent stubbornness made him more than a few enemies.

[9] A psychiatrist suggests that it is the mask that bothers him, and that when Jameson sees people who "claimed to be heroes, but covered their faces", he is subconsciously sure that they're hiding a horrible secret like his foster father was.

[6] Though Jonah's rancor against Spider-Man at times subsides after he saves the life of one of his loved ones,[9] his determination to find some flaw in the hero always returns before long.

For his part, Spider-Man's reaction ranges from frustration and anger at the ungrateful publisher, which leads to occasional pranks to antagonize him, to an amused acceptance of his self-destructive stubbornness.

Jameson posts rewards for Spider-Man's capture or secret identity, hunts him with Spencer Smythe's Spider-Slayer robots,[11] and even commissions superpowered agents to defeat the masked man.

On another occasion, he offers Electro a five-thousand-dollar reward (1970 dollars, worth $19,300 today[14]) to mount a surprise attack against Spider-Man during a television interview.

[15] Though best known for his crusades against vigilante superheroes like Spider-Man, Jameson never hesitates to use the power of his paper against supervillains, crooked politicians, and crime bosses, including the Kingpin.

Fireheart had felt that he owed Spider-Man a debt of honor and in an attempt to repay the hero, he purchases the Daily Bugle[26] and begins a pro-Spider-Man campaign.

He is blackmailed into selling the Bugle to Norman Osborn after threats were made against his family; simultaneously, he is attacked and hounded by the supervillain Mad Jack.

[32] When Spider-Man unmasks and reveals himself to be Peter Parker, Jameson faints in shock at the realization that the man he had been calling a menace had actually been on his payroll for years.

He also commits libel against Parker by coercing Peter's former girlfriend Debra Whitman into writing an untrue account of him; Betty Brant secretly supplies information about this to The Daily Globe, which publishes a front-page exposé.

Jonah must stop everyone's paychecks to build the capital needed to save the paper, with everyone at the Bugle working temporarily for free as a sign of solidarity.

[volume & issue needed] In a 2009 storyline, Jameson is elected the Mayor of New York City[34] Spider-Man is in another dimension with the Fantastic Four, resulting in a month going by on Earth while they are only away for a few hours.

The next day, Jameson is shocked to learn that every member of the squad has resigned, and his aide tells him that Jonah is getting out of control, and that Spider-Man's heroics do not deserve a criminal's treatment.

[51] During the Ends of the Earth storyline, Mayor Jameson shuts down Horizon Labs (albeit without a court order) on the accusation that it conducts dangerous experiments and harbors criminals such as Morbius.

[57] While speaking in a press conference, Jameson is suddenly attacked by criminal pranksters Jester and Screwball who assault their victims and broadcast it through the internet in a web-show called "Jested" (similar to popular TV show Punk'd).

After Smythe's escape, Jameson, Glory Grant, Norah Winters, and the remaining civilians are surrounded by Superior Spider-Man's Spider-Bots and then are informed by Otto (in a pre-recorded hologram) that he has taken measures to counteract any attempt of escape so his Spider-Bots will safeguard them in a force field while the reinforcements arrive, but Jonah refuses to stand still inside the force field, willing to go and help Superior Spider-Man against Smythe.

[65] Jameson shows his frustration for his personal downfall after the Spider Slayers' failure, but Tiberius Stone uses this as a chance to sell them as weapons to other nations.

[66] During the Original Sin storyline, the eye of the murdered Uatu the Watcher revealed that J. Jonah Jameson had fired a former Daily Bugle employee for viewing an embarrassing article that he wrote in which he praised Spider-Man in his early days of being a wrestler.

[70] Following Regent's defeat and Betty Brant's exposé, Jameson brags to Glory Grant that their time at the Daily Bugle was when real journalism had happened.

[71] While visiting his father in a private room at Mount Sinai Hospital at the start of the Dead No More: The Clone Conspiracy storyline, Jameson accuses Peter where their traveling around the world might have caused him to catch some type of disease.

[72] With his father's health having taken a turn for the worse, Peter has to endure Jameson's and May's concerns for his extreme skepticism for using New U, with his secret identity preventing him from informing them of the real reason he doubts them.

Peter's superheroic endeavors prevent him from accompanying May and Jameson as Jay's health reaches critical status and he undergoes conventional surgery.

[75] When Jameson wants one of his workers to investigate the New U scenario in San Francisco, Cindy volunteers to go to get away from the city as Hector Cervantez (now calling himself Spectro) accompanies her.

Cindy gives him Rafferty and Lola's research to voice skepticism on the New U Technologies and Jameson invites her to join him on a quick trip to the facility.

[6] During the Secret Empire storyline, J. Jonah Jameson was in Manhattan at the time when Baron Helmut Zemo used the Darkhold to amplify Blackout's powers to surround the city in Darkforce following Hydra's takeover of the United States.

When Kraven the Hunter raided the Daily Bugle looking for information on the identity of Spider-Man, Phil Sheldon's daughter Jennie ran to warn Jameson thinking that he could be in danger.

[83] Sure enough, his increasing guilt and fear for Parker's safety quickly motivated Jameson to help defend Spider-Man's inner circle against Osborn, who has bonded himself with the Carnage symbiote to become the Red Goblin.

[130] While he has the same hair color as his Raimi films' counterpart, Simmons does not wear a toupée to emulate Jameson's flattop hairstyle; appearing bald instead to differentiate his differing portrayals.