«Мэд» журналы: Америкалық юмор және сатира тарихы

American humor magazine

Mad (stylized as MAD) is an American humor magazine first published in 1952. It was founded by editor Harvey Kurtzman and publisher William Gaines,

The magazine, which is the last surviving title from the EC Comics line, publishes satire on all aspects of life and popular culture, politics, entertainment, and public figures. Its format includes TV and movie parodies, and satire articles about everyday occurrences that are changed to seem humorous. Mads mascot, Alfred E. Neuman, is usually on the cover, with his face replacing that of a celebrity or character who is being lampooned. From 1952 to 2018, Mad published 550 regular magazine issues, as well as scores of reprint "Specials", original material paperbacks, reprint compilation books and other print projects. After AT&T acquired Time Warner in June 2018, Mad ended newsstand distribution, continuing in comic book stores and via subscription.

Mad began as a comic book published by EC, debuting in August 1952 (cover date October–November). The Mad office was initially located in lower Manhattan at 225 Lafayette Street, while in the early 1960s it moved to 485 Madison Avenue, the location listed in the magazine as "485 MADison Avenue". The first issue was written almost entirely by Harvey Kurtzman, and featured illustrations by him, Wally Wood, Will Elder, Jack Davis, and John Severin. Wood, Elder, and Davis were to be the three main illustrators throughout the 23 issue run of the comic book. To retain Kurtzman as its editor, the comic book converted to magazine format as of issue No. 24, in 1955. The switchover induced Kurtzman to remain for one more year, but the move had removed Mad from the strictures of the Comics Code Authority. William Gaines related in 1992 that Mad "was not changed [into a magazine] to avoid the Code" but "as a result of this [change of format] it did avoid the Code." Gaines claimed that Kurtzman had at the time received "a very lucrative offer from Pageant magazine," and seeing as he, Kurtzman, "had, prior to that time, evinced an interest in changing Mad into a magazine," Gaines, "not know[ing] anything about publishing magazines," countered that offer by allowing Kurtzman to make the change. Gaines further stated that "if Harvey [Kurtzman] had not gotten that offer from Pageant, Mad probably would not have changed format." In its earliest incarnation, new issues of the magazine appeared erratically, between four and nine times a year. By the end of 1958, Mad had settled on an unusual eight times a year schedule, which lasted almost four decades. Issues would go on sale 7 to 9 weeks before the start of the month listed on the cover. Gaines felt the atypical timing was necessary to maintain the magazine's level of quality. Beginning in 1994, Mad then began incrementally producing additional issues per year, until it reached a monthly schedule with issue No. 353 (Jan. 1997). With its 500th issue (June 2009), amid company wide cutbacks at Time Warner, the magazine temporarily regressed to a quarterly publication before settling to six issues per year in 2010. Gaines sold his company in 1961 to Premier Industries, a maker of venetian blinds. A few years later, Premier sold Mad to Independent News, a division of National Periodical Publications, the publisher of DC Comics. In the summer of 1967, Kinney National Company purchased National Periodicals Publications. Kinney bought Warner Bros. Seven Arts in early 1969. As a result of the car parking scandal , Kinney Services spun off of its non entertainment assets to form National Kinney Corporation in August 1971, and it reincorporated as Warner Communications, Inc. on February 10, 1972. In 1977, National Periodical Publications was renamed DC Comics. Feldstein retired in 1985, and was replaced by the senior team of Nick Meglin and John Ficarra, who co edited Mad for the next two decades. Long time production artist Lenny "The Beard" Brenner was promoted to art director and Joe Raiola and Charlie Kadau joined the staff as junior editors. Following Gaines's death in 1992, Mad became more ingrained within the Time Warner (now WarnerMedia) corporate structure. Eventually, the magazine was obliged to abandon its long time home at 485 Madison Avenue and in the mid 1990s it moved into DC Comics's offices at the same time that DC relocated to 1700 Broadway. In issue No. 403 of March 2001, the magazine broke its long standing taboo and began running paid advertising. The outside revenue allowed the introduction of color printing and improved paper stock. After Meglin retired in 2004, the team of Ficarra (as executive editor) Raiola and Kadau (as senior editors), and Sam Viviano, who had taken over as art director in 1999, would helm Mad for the next 14 years. Throughout the years, MAD remained a unique mix of adolescent silliness and political humor. In November 2017, Rolling Stone wrote that "operating under the cover of barf jokes, MAD has become America's best political satire magazine." Nevertheless, Mad ended its 65 year run in New York City at the end of 2017 with issue No. 550 (cover dated April 2018), Bill Morrison was named in June 2017 to succeed Ficarra in January 2018. None of MADs New York staff made the move, resulting in a change in editorial leadership, tone, and art direction. More than a hundred new names made their Mad debuts including Brian Posehn, Maria Bamford, Ian Boothby, Luke McGarry, Akilah Hughes, and future Pulitzer Prize finalist Pia Guerra. Scores of artists and writers from the New York run also returned to the pages of the California based issues including contributors Sergio Aragones, Al Jaffee, Desmond Devlin, Tom Richmond, Peter Kuper, Teresa Burns Parkhurst, Rick Tulka, Tom Bunk, Jeff Kruse, Ed Steckley, Arie Kaplan, writer and former Senior Editor Charlie Kadau, and artist and former Art Director Sam Viviano. The first California issue of Mad was renumbered as "#1." In 2019, the rebooted magazine earned two Eisner Award nominations—the first such nominations in MAD's history—for the Best Short Story and Best Humor Publication categories. AT&T acquired Time Warner in June 2018. Morrison exited MAD by March 2019, during a time of layoffs and restructuring at DC Entertainment. After issue No. 10 (Dec. 2019) of the new Burbank edition, Mad began to consist mostly of curated reprints with new covers and fold ins, although some new articles have been periodically featured, including parodies of The Batman ("The Bathroom") and Elon Musk's tenure at Twitter (in a Dr. Seuss parody called "Free Speeches On The Beaches"). Distribution to newsstands stopped, with the magazine initially becoming available only through comic book shops and by subscription, although in 2022 distribution expanded to Barnes & Noble via a series of compilation issues dubbed The Treasure Trove of Trash.

Mad is known for many regular and semi regular recurring features in its pages, including "Spy vs. Spy", the "Mad Fold in", "The Lighter Side of " and its television and movie parodies. The magazine has also included recurring gags and references, both visual (e. g. the Mad Zeppelin, or Arthur the potted plant) and linguistic (unusual words such as axolotl, furshlugginer, potrzebie and veeblefetzer).