William Gaines - Mad Becomes A Magazine

Mad Becomes A Magazine

Gaines converted Mad to a magazine in 1955, partly to retain the services of its talented editor Harvey Kurtzman, who had received offers from elsewhere. The change enabled Mad to escape the strictures of the Comics Code. Kurtzman left Gaines' employ a year later anyway and was replaced by Al Feldstein, who had been Gaines' most prolific editor during the EC Comics run. (For details of this event and the subsequent debates about it, see Harvey Kurtzman#Departure from Mad.) Feldstein oversaw Mad from 1955 through 1986, as Gaines went on to a long and profitable career as a publisher of satire and enemy of bombast.

Although Mad was sold in the early 1960s for tax reasons, Gaines remained as publisher until the day he died and served as a buffer between the magazine and its corporate interests. In turn, he largely stayed out of the magazine's production, often viewing content just before the issue was shipped to the printer. "My staff and contributors create the magazine," declared Gaines. "What I create is the atmosphere."