12 Things You May Not Know About Mad
Jake Rossen and Mental_Floss present 12 Things You May Not Know About Mad. Here are three of my favorites…
1. No One Knows Who Came Up with Alfred E. Neuman.
Mad creator Harvey Kurtzman was in the offices of a Ballantine Books editor discussing reprints for the fledging publication when he noticed a grinning, gap-toothed imbecile staring back at him from a bulletin board. The unnamed figure was ubiquitous in the early 20th century, appearing in everything from dentistry ads to depictions of diseases. A charmed Kurtzman adopted him as Mad’s mascot beginning in 1954. Neuman later become so recognizable that a letter was delivered from New Zealand to Mad’s New York offices without an address: the envelope simply had a drawing of Alfred.3. They Predicted John F. Kennedy’s Election in 1960.
But it was a cheat. In the run-up to the 1960 Presidential election, Mad printed a cover that featured Neuman congratulating Kennedy on his victory with a caption that read, “We were with you all the way, Jack!” But the issue was shipped long before votes had been tabulated. The secret? It was a dual cover. Flip it over and Neuman is celebrating Richard Nixon’s appointment to office. Stores were told to display the “right” side of the magazine depending on the outcome.5. They Didn’t Run Any (Real) Ads for 44 Years.
From the beginning, Gaines felt that printing actual advertisements next to the products they were lampooning would not only dilute their edge but seem more than a little hypocritical. After some back-and-forth, Mad cut ads starting in 1957. The decision was a costly one—most print publications survive on such revenue—but led to the magazine’s keeping a sharp knife against the throat of seductive advertising, including cigarettes. Faced with dwindling circulation in 2001, Mad finally relented and began taking ads to help pay for a switch to color printing.
