Another Comics WI: No Spiderman

Lets say that Amazing Fantasy #15 comes out but makes no impact whatsoever, therefore no ongoing spider-man series. Would Marvel still be able to stay afloat with the fantastic four, thor, hulk, and later, avengers, iron man,and x-men, or would they go under? Also, which hero would become the "face of marvel". Looking at some 60s house/promotional ads, they liked to use the thing quite as the "other face of marvel" so i can see him being marvels main hero, maybe even getting his own solo series earlier (like 1969 or 1970). However, without a character kids can relate to, marvels audience may be limited.
 
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