MAD UK - Imitators and Variants

Imitators and Variants

Mad has had many imitators through the years. The three longest-lasting of these were Cracked, Sick, and Crazy Magazine. However, most were short-lived. Some of the early comic book competitors were Nuts!, Get Lost, Whack, Riot, Flip, Eh!, From Here to Insanity, and Madhouse; only the last of these lasted as many as eight issues, and some were canceled after an issue or two. Many of these titles appeared in the mid-to-late 1950s, but as the decades went by, more imitators surfaced and vanished, with titles such as Wild, Blast, Parody, Grin and Gag!

Most of these productions aped the format of Mad right down to choosing a synonym for the word Mad as their title. Many featured a cover mascot along the lines of Alfred E. Neuman. Even EC Comics joined the parade with a sister humor comic, Panic, produced by future Mad editor Al Feldstein. Two years after EC's Panic had ceased publication in 1956, the title was used by another publisher, producing yet another Mad imitation.

In 1967, Marvel Comics produced the first of 13 issues of Not Brand Echh, which parodied their own superhero titles as well as DC's; the series owed its inspiration and format to the original "Mad" comic books of a decade earlier. From 1973 to 1976, DC Comics published Plop! which featured Mad stalwart Sergio Aragonés and frequent cover art by Basil Wolverton, but was less slavish in its Mad mimicry, relying more on one-page gags and horror-based comedy.

Other U.S. humor magazines of note include former Mad editor Harvey Kurtzman's Humbug, Trump and Help!, as well as the National Lampoon, Spy, and The Onion. However, these titles had their own distinct editorial approach, and did not directly imitate Mad. Of all the competition, only the National Lampoon ever threatened Mad 's hegemony as America's top humor magazine, in the early-to-mid-1970s. However, this was also the period of Mad's greatest sales figures. Both magazines peaked in sales at the same time. The Lampoon topped one million sales once, for a single issue in 1974. Mad crossed the two-million mark with an average 1973 circulation of 2,059,236, then improved to 2,132,655 in 1974.

Gaines reportedly kept in his office a voodoo doll into which he would stick pins labeled with each imitation of his magazine, removing a pin only when the copycat had ceased publishing. At the time of Gaines' death in 1992, only the pin for Cracked remained.