When Shooter took over Marvel in 1978, HULK magazine was black & white and had stories re-exploring early-Marvel-era, circa 1963.

Under Shooter, HULK magazine (issues 10-up) went to single-issue stories that were more interesting and in line with the HULK tv series, with really nice art by Wilson/Alcala, Mcleod, Zeck, and especially the Moench/Sienkiewicz Moon Knight backups, all unprecedentedly colored by Steve Oliff.
Which led to a separate MOON KNIGHT comic book series, that gave us 30 increasingly beautiful issues by the Moench/Sienkiewicz team.

MOON KNIGHT went direct-only in fall 1981.
As did KA-ZAR (Bruce Jones/Brent Anderson).
And MICRONAUTS (Mantlo/Broderick).
All great additions to the emerging direct market, another breakthrough during Shooter's reign.