The idea for the Ultimate imprint was developed by Bill Jemas. A lawyer who had worked mainly at the collectible-trading-card industry before that point, he had little interaction with the production of comic books. In his perspective, the main problem of Marvel Comics was that it was "publishing stories that were all but impossible for teens to read — and unaffordable, to boot". He worked on an idea given by a CEO of the Wizard magazine: reboot the heroes to their original character premise. Marvel's editor-in-chief Joe Quesada preferred to start an imprint with new heroes, but accepted Jemas' proposal. The working title for the imprint at that point was "Ground Zero". Unlike previous reboots, there was no in-story explanation for the existence of the imprint, and the standard comic books were still being published, unaffected by the new project. Thus, Ultimate Spider-Man would contain the stories of a new teenager Spider-Man starting his career, and the usual Spider-Man titles would still contain the stories of the adult Spider-Man with nearly forty years worth of continuity.