By 1978, he accepted the position of Editor in Chief of Marvel Comics under the condition that he would be allowed to improve things for Marvel’s creators. Shooter introduced royalties and a spectrum of other incentives, rights and benefits, attracting a Who’s Who of talent. He became the driving force behind many of Marvel’s most memorable stories, including creating the first company-wide crossover ever to happen in American comics, with the MarvelSuper Heroes Secret Warsin 1984, which was created mainly to promote a new line of Marvel toys in association with Mattel.
In 1989, he founded Valiant Comics, and introduced many co-creations including Archer and Armstrong, Rai, H.A.R.D. Corps, Shadowman, X-O ManowarandHarbinger, as well as serving to re-introduce classic comics characters like Magnus, Robot Fighter and Turok, Dinosaur Hunter. He would later found Defiant Comics in 1993 and Broadway Comics in 1995.
Today, Jim Shooter is the Editor in Chief of Illustrated Media, a custom comics company.