Swinging Mad

This Mad pocketbook was published in 1977 and I think all of the content is drawn from stuff that had previously appeared in the magazine in the 1970s. So we’re in a world where a mock publication called Occult Magazine looks forward prophetically to 1989, hippies weren’t a long-distant source of fun but a clear and present source of fun, and the tunes of songs like “Bless ‘Em All,” “On Wisconsin!” and “Stouthearted Men” were assumed to be so well known that readers would be able to sing along with parody versions. For the record, I know none of those songs but apparently they were very popular once upon a time. And I suppose “On Wisconsin!” is still familiar to Badgers.

This is a grab-bag collection with no one theme. Instead there’s just a little bit of everything that made Mad what it was. There’s the Don Martin Department. There are funny advertisements. There are two Dave Berg “Lighter Side of . . .” instalments. There’s a Spy vs. Spy cartoon (White Spy wins this one). And it all wraps up with one of Mad’s justly celebrated movie parodies, as drawn by the unforgettable Mort Drucker. What a line-up of talent Mad had during these years. It makes me wonder if a magazine like this would even be possible today. Since Mad itself isn’t possible today (they’ve stopped print publication) I think we know the answer to that. I’m not in love with the ‘70s, but for magazine culture you could look back on it as the end of a golden age.

Graphicalex