Late in the afternoon on the day before the Fourth of July holiday, word broke that Mad Magazine was going to come to an end…of sorts.
Beginning with issue ten (the book relaunched with new numbering last year), the sixty-seven year old magazine will leave the newsstands, and will be distributed only to the direct market (comic book stores) and subscribers. With the following issue, Mad Magazine will go all-reprint, mining its vast archives to present classic material under a new cover every two months. They still plan to do a new “year in review” issue every year, since those still sell pretty well.
This is very sad for those of us who grew up on Mad Magazine. There’s no denying that Mad helped foster a healthy sense of cynicism and satire that shaped every generation since the 1950s. The cultural impact of Mad cannot be denied, and it will be missed, even if it had been largely irrelevant since the 1970s. It is apparently the only magazine that the president reads, even if he has to have the jokes explained to him.
The magazine is not completely dead, since it will live on as a reprint title, but for a largely topical humor magazine, that’s as close as you can get to a death sentence without actually taking it behind the barn and shooting it.
The reasons for this change are simple…magazines are not selling well at all anymore. The entire industry has been dealing with plummetting sales for decades. Prices are going up. Frequency of publication is dropping (Entertainment Weekly only comes out once a month now). Long-running publications are shutting down left and right. There is a bit more to it than that, however.
The reason that Mad Magazine is not just being killed completely is pretty complex. First of all, the magazine still has a loyal subscriber base. It’s not large enough to justify the printing of new material, but it’s still sizable enough for Warner Media to want to avoid paying out refunds for unfinished subs. There is also a lot of value in the name. Mad-themed reprint volumes (like the one seen at left) still do well in the bookstore market, and there have been three different TV shows based on the magazine over the years.
There is, however, a more foreboding reason for the actions of Warner Global Entertainment and Experience Brands (the current name of DC Comics’ parent division) this week.
Earlier this year, the future of Mad Magazine was thrown into doubt when it was revealed that Bill Morrison, the high-profile new editor of the magazine, was laid off, along with several other well-respected DC Comics executives (DC has been in charge of Mad since the death of the magazine’s founder, William M. Gaines, in 1992–before that they were sister companies, both owned by Time-Warner).
Since the acquisition of Warner Communications by AT&T last year, the entire company has been placed under the scrutiny of corporate bean-counters. The heads of several of Warner’s divisions, many of them long-serving folks with incredible track records, have been forced out of the company by the new owners. The heads of HBO and Turner Broadcasting left in March. Diane Nelson, who had been running DC Entertainment and Warner Interactive, bailed out last year in advance of the AT&T deal. She’d been the person who shepherded the Harry Potter franchise before that.


















Comments