What, me sorry? The rumours are flying fast and furious that MAD magazine, warping young minds ever since 1952, is closing up shop soon and ending its 67-year run. It’s reportedly going to switch to just reprint material to fulfil its subscription responsibilities and then end publication entirely soon.
While MAD has been past its peak for a while, it’s still truly the end of something great. MAD was once a cultural milestone that’s hard to put into context now. Pre-meme culture, pre-internet snark, hell, even pre-Seinfeld age of irony, MAD was a dissenting voice of doubt and disdain of prevailing institutions. It cracked the 1950s wide open and in some ways the world never looked back. It was never strident about it, but instead it was the voice of the wiseacre kid perched in the back of class interrupting the teacher’s lectures. Without MAD, there’d be no Bart Simpson.
I first became “aware” of MAD in the early ‘80s toward the end of its heyday. I picked it up for the classic Mort Drucker-drawn movie parodies of stuff like “Rocky III” and “Superman II,” and stayed for the crazed cartooning and wit it was packed with – Sergio Aragones’ teeny-tiny toons, Dave Berger’s exploration of the creepy suburban underbelly in “The Lighter Side Of”, the kinetic “Spy Vs. Spy,” and much more.
Soon I also discovered “classic” MAD, the Harvey Kurtzman-edited comic book that the magazine originally began as in 1952. It remained the last gasp of EC Comics itself after the great comics-will-warp-you scare of the ‘50s shut the rest of the line down. I got a massive volume collecting #1-6 of the series, packed with Kurtzman wit, Will Elder’s insanely detailed art, Wally Wood’s gorgeous spacemen and girls, and much more. I still have that somewhat battered gorgeous big volume of MAD’s first 6 issues, along with several other volumes collecting the original series, plus scattered around the house a battered stack of issues dating back to the ‘70s, all well-read and mangled as they should properly be.
MAD carried on, and had a good run. One of the great joys of parenthood for me was my son discovering a huge stack of old MADs out at our beach house and becoming addicted to them. There’s nothing like seeing the next generation discover the pleasures of Don Martin’s FLAPPPS and THWITZZIPPTS, of Sergio Aragones’ amazing doodles, of the mysterious intricate pleasures of Al Jaffee’s fold-ins. I’d pick up the occasional “newer” MADs for the boy, too, and while I personally never found them quite as fresh or funny, I also knew that at 40-something I wasn’t quite the audience anymore. Unfortunately, people like me not buying MAD and younger folks not even knowing about it probably spelled the end a while ago.
MAD ended its 550-issue run and “relaunched” like pretty much every other long-running comic book publication about a year ago, and the writing was on the wall then. But to be honest, in the age of Trump, isn’t everything feeling a little satirical? When Trump himself made fun of presidential candidate Pete Buttigieg by saying he ‘looked like Alfred E. Neuman,” nobody under 40 really seemed to get the the joke, including the candidate himself.
For its 60 years of poking fun at sacred cows, of mocking everything from Star Wars to Nixon to John Travolta to Trump with an unblinking eye, MAD deserves a salute. I’m sad about its imminent end, but I also know the spirit of mockery – all the good and bad things about it – is still alive and scattered all over the internet and today’s pop culture. Alfred E. Neuman will never die.