^That hasn't been true since the late 70s.
I heard someone break it down as such:
Marvel has much cooler characters than DC
DC has much better writers than Marvel.
I would say that the reverse "tends" to be true these days.
That seems to be entirely wrong since the DCnU reboot with DC's high turnover rate resulting in a high influx of new talent gaining a foothold versus Marvel NOW relying exclusively on their in-house writers.