Mad Fold-in - Concept

Concept

A Mad Fold-In consists of a single drawing, with a paragraph of text underneath, and a panel across the top with a question. Each Fold-In also features instructions on how to manipulate the Fold-In, as well as a picture illustrating the procedure. Under the instructions are two arrows labeled "A" and "B". When the paper is folded so that points "A" and "B" are touching, the remaining unobscured text underneath the picture becomes the answer to the question, and the picture itself changes into a fresh image reflecting the new text, as the middle 50% of the drawing vanishes.

For example, a 1969 Fold-In asking, "What is the one thing protest marches have greatly improved?" depicted a stream of placard-carrying marchers, but folded into the image of the underside of a worn-out sole and the answer, "SHOE SALES." A drawing of a fearsome panther stalking a variety of jungle animals accompanying the question "What predatory creature most threatens the survival of endangered species?" contracted to the image of a lavishly swaddled woman and the solution "FUR LOVERS." (In the larger drawing, the two halves of her fur coat had been the foliage of trees.) Following the 1991 Tailhook scandal, a Navy war room became a female officer being sexually molested by a gauntlet of her comrades.

The Far Side creator Gary Larson described his experience with the Fold-In: "The dilemma was always this: Very slowly and carefully fold the back cover... without creasing the page and quickly look at the joke. Jaffee's artistry before the folding was so amazing that I suspect I was not alone in not wanting to deface it in any way."

Mad publisher Bill Gaines joked that he was a fan of the Fold-In because he knew that serious collectors valued pristine, unfolded copies, and would therefore be inspired to purchase two copies of each issue-- one to fold, and another to preserve intact.

In 1972, Jaffee received a Special Features Reuben Award for his Fold-Ins. A retrospective collection of his Fold-Ins, "Fold This Book!", was published in 1997. A four-volume hardcover set, The Mad Fold-In Collection: 1964-2010, is scheduled to be published in September 2011.