The stories and characters of Ultimate Marvel have been adapted to reflect the differences between the present and past continuities, most of which were created in the 1960s and 1970s. For example, Ultimate Spider-Man gains his superpowers from a genetically-engineeredspider rather than a radioactive spider, and his alter ego, Peter Parker, originally a photographer for the Daily Buglenewspaper, now has a part-time job as the paper's webmaster. Another aspect of the Ultimate Marvel universe is that many of the characters are younger than their regular-continuity counterparts.
In December 2005 through early 2007, Marvel published a print ad campaign in titles across their company that showed all Ultimate titles and had the slogan, "Ultimate Marvel: The Gold Standard".
^Khouri, Andy (2009-02-07). "NYCC LIVE: Cup O' Joe". Comic Book Resources.com. Retrieved 2009-05-24. "Quesada then clarified that the entire Ultimate line will be canceled, sent off with a number of "Requiem" specials, and re-launched as Ultimate Comics."