Fantastic Four #5, page 2, panel 4
Writer: Stan Lee
Artist: Jack Kirby
Uncredited Inks: Joe Sinnott
Uncredited Letters: Art Simek
What's that Johnny's reading? Why, it's a copy of Marvel's latest smash-hit magazine, The Incredible Hulk! Why lose a page of story to a house advertisement when you can simply advertise the book in the story itself?
Sadly, this near-mint copy of The Incredible Hulk #1 would never go on to attain a five-figure value, as Johnny sets fire to it just three panels later, to spite Ben.
Check out our coverage of Fantastic Four #4 in our third episode: Super Villain Cavalcade