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Joe Robertson is the new Editor-in-Chief of New York's Daily Bugle, a great metropolitan newspaper.
He smokes a pipe.
Marvel Comics continuity
Joe Robertson sent Daily Bugle photographer Peter Parker to Oregon to cover the appearance of the strange robots who had raided the Harrison Nuclear Power Plant. Because of his experience in taking photographs of the mysterious Spider-Man, Robertson felt that Parker would be able to get some exclusive photos for the Bugle.
He hoped the assignment wouldn't be too much for Parker, and planned to call him to make sure he made his flight on time.
Presumably after he got done smoking.