Mad Fold-in
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The ''Mad'' Fold-In is a feature of the American humor and satire magazine '' Mad''. Written and drawn by
Al Jaffee Allan Jaffee (born Abraham Jaffee; March 13, 1921 – April 10, 2023) was an American cartoonist. He was notable for his work in the satire, satirical magazine ''Mad (magazine), Mad'', including his trademark feature, the Mad Fold-in, ''Mad'' F ...
until 2020, and by Johnny Sampson thereafter, the Fold-In is one of the most well-known aspects of the magazine, having appeared in nearly every issue of the magazine starting in 1964. The feature was conceived in response to
centerfold The centerfold or centrefold of a magazine is the inner pages of the middle Folio, sheet, usually containing a portrait, such as a pin-up or a Nudity, nude. The term can also refer to the model featured in the portrait. In saddle-stitched maga ...
s in popular magazines, particularly ''
Playboy ''Playboy'' (stylized in all caps) is an American men's Lifestyle journalism, lifestyle and entertainment magazine, available both online and in print. It was founded in Chicago in 1953 by Hugh Hefner and his associates, funded in part by a $ ...
''. Explaining his original inspiration, Jaffee said: In 2011, Jaffee reflected, "The thing that I got a kick out of was... ''
Jeopardy! ''Jeopardy!'' is an American television game show created by Merv Griffin. The show is a quiz competition that reverses the traditional question-and-answer format of many quiz shows. Rather than being given questions, contestants are instead g ...
'' showed a fold-in and the contestants all came up with the word they were looking for, which was 'fold-in.' So I realized, I created an English language word." The Fold-In is among the few recurring features remaining in ''Mad'' today, as the magazine switched to a nearly all-reprint format in 2019.


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 The Tailhook scandal was a military scandal in which United States Navy and United States Marine Corps, Marine Corps aviation officers were alleged to have assaulted up to 83 women and seven men, or otherwise engaged in "improper and indecent" ...
, a Navy
war room A command center (often called a war room) is any place that is used to provide centralized command for some purpose. While frequently considered to be a military facility, these can be used in many other cases by governments or businesses. ...
became a female officer being sexually molested by a gauntlet of her comrades. ''
The Far Side ''The Far Side'' is a single-panel comic created by Gary Larson and syndicated by Chronicle Features and then Universal Press Syndicate, which ran from December 31, 1979, to January 1, 1995 (when Larson retired as a cartoonist). Its surrea ...
'' creator
Gary Larson Gary Larson (born August 14, 1950) is an American cartoonist who created ''The Far Side'', a single-panel cartoon series that was syndicated internationally to more than 1,900 newspapers for fifteen years. The series ended on January 1, 1995, ...
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 William Maxwell "Bill" Gaines (; March 1, 1922 – June 3, 1992) was an American publisher and co-editor of EC Comics. Following a shift in EC's direction in 1950, Gaines presided over what became an artistically influential and historically i ...
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'', was released in September 2011.


Execution

Typically, a Fold-In used visual trickery to match the ostensible topic. Jaffee said, "I could do ten of these a day if the big picture didn't have any connection with the answer. The tricky part is having a connection. In order for the copy to read correctly after it's folded, there has to be a marriage of some sort." Jaffee occasionally added an extra layer of deception. His Fold-In design for issue #495, for a question about "packaging garbage," prominently showed two separate halves of the
Pixar Pixar (), doing business as Pixar Animation Studios, is an American animation studio based in Emeryville, California, known for its critically and commercially successful computer-animated feature films. Pixar is a subsidiary of Walt Disney ...
character
Wall-E ''WALL-E'' (stylized with an interpunct as ''WALL·E'') is a 2008 American animated Romance film, romantic science fiction film produced by Pixar Animation Studios for Walt Disney Pictures. The film was directed by Andrew Stanton, produced b ...
within a larger drawing of a junkyard. But both Wall-E halves were on the wrong side of the fold, and thus disappeared into the ''real'' picture, which was about the
TMZ ''TMZ'' is an American entertainment-focused tabloid news organization owned by Fox Corporation. It made its debut on November 8, 2005, as a collaboration between AOL and Telepictures, a division of Warner Bros., until Time Warner divested ...
gossip website. Jaffee only used a computer for typographic maneuvers, to make certain fold-in tricks easier to design. Otherwise, all of his work was done by hand. "I'm working on a hard, flat board... I cannot fold it. That's why my planning has to be so correct." In 2008, Jaffee told the ''Cape Cod Times'', "I never see the finished painting folded until it's printed in the magazine. I guess I have that kind of visual mind where I can see the two sides without actually putting them together." Contrasting current art techniques and Jaffee's approach, ''MADs art director,
Sam Viviano Sam Viviano (born March 13, 1953, in Detroit, Michigan) is an American caricature artist and art director. Viviano's caricatures are known for their wide jaws, which Viviano has explained is a result of his incorporation of side views as well a ...
, said, "I think part of the brilliance of the fold-in is lost on the younger generations who are so used to
Photoshop Adobe Photoshop is a raster graphics editor developed and published by Adobe for Windows and macOS. It was created in 1987 by Thomas and John Knoll. It is the most used tool for professional digital art, especially in raster graphics editin ...
and being able to do stuff like that on a computer." In 2016,
AARP the Magazine ''AARP: The Magazine'' is an American bi-monthly magazine, published by AARP, which focuses on aging-related issues. History and operations In 1958, AARP began publishing a magazine titled ''Modern Maturity.'' ''Modern Maturity'' was later spl ...
did a feature on the eight ''Mad'' contributors who'd been with the magazine for 50 or more years. Editor
John Ficarra John Ficarra (born ca. 1956) is an American publishing figure. He was hired as assistant editor of the American satire magazine ''Mad (magazine), Mad'' in 1980, shortly after his debut as a contributing writer. He became editor-in-chief (a positi ...
described the process: "We'll call him up with a Fold-In idea and we'll say, 'In the first picture, we want the Civil War, and we have to have both the Confederate and Union soldiers in it, and there's got to be a cannon in it. And then when you fold it in, it has to be
Kim Kardashian Kimberly Noel Kardashian (born October 21, 1980) is an American media personality, socialite, and businesswoman. She first gained media attention as a friend and stylist of Paris Hilton, but received wider notice after the celebrity sex tape ...
on Rodeo Drive, and she has to have a dog in her hand. Good luck!"


History

Jaffee's first three Fold-Ins featured gags about the
Elizabeth Taylor Dame Elizabeth Rosemond Taylor (February 27, 1932 – March 23, 2011) was an English and American actress. She began her career as a child actress in the early 1940s and was one of the most popular stars of classical Hollywood cinema in the 19 ...
Eddie Fisher Edwin Jack Fisher (August 10, 1928 – September 22, 2010) was an American singer and actor. He was one of the most popular artists during the 1950s, selling millions of records and hosting his own TV show, '' The Eddie Fisher Show''. Actress E ...
Richard Burton Richard Burton (; born Richard Walter Jenkins Jr.; 10 November 1925 – 5 August 1984) was a Welsh actor. Noted for his mellifluous baritone voice, Burton established himself as a formidable Shakespearean actor in the 1950s and gave a memor ...
love triangle,
Barry Goldwater Barry Morris Goldwater (January 2, 1909 – May 29, 1998) was an American politician and major general in the United States Air Force, Air Force Reserve who served as a United States senator from 1953 to 1965 and 1969 to 1987, and was the Re ...
and
Nelson Rockefeller Nelson Aldrich "Rocky" Rockefeller (July 8, 1908 – January 26, 1979) was the 41st vice president of the United States, serving from 1974 to 1977 under President Gerald Ford. He was also the 49th governor of New York, serving from 1959 to 197 ...
's battle for the 1964 Republican presidential nomination, and
The Beatles The Beatles were an English Rock music, rock band formed in Liverpool in 1960. The core lineup of the band comprised John Lennon, Paul McCartney, George Harrison and Ringo Starr. They are widely regarded as the Cultural impact of the Beatle ...
' departure back to
England England is a Countries of the United Kingdom, country that is part of the United Kingdom. It is located on the island of Great Britain, of which it covers about 62%, and List of islands of England, more than 100 smaller adjacent islands. It ...
. Fold-In subjects from the mid-1970s dealt with the gas shortage, " Saturday night special" handguns, and revelations about the CIA bugging American citizens. Fold-In topics in the years 2008 and 2009 included ''
Guitar Hero ''Guitar Hero'' is a series of rhythm games first released in 2005, in which players use a guitar-shaped game controller to simulate playing primarily lead guitar, lead, bass guitar, bass, and rhythm guitar across numerous songs. Players match ...
'',
teen pregnancy Teenage pregnancy, also known as adolescent pregnancy, is pregnancy in a female under the age of 20. Worldwide, pregnancy complications are the leading cause of death for women and girls 15 to 19 years old. The definition of teenage pregnancy i ...
, and
Jay Leno James Douglas Muir Leno ( ; born April 28, 1950) is an American television host, comedian, and writer. After doing stand-up comedy for years, he became the host of NBC's ''The Tonight Show with Jay Leno, The Tonight Show'' from 1992 until 200 ...
temporarily leaving ''
The Tonight Show ''The Tonight Show'' is an American late-night talk show that has been broadcast on NBC since 1954. The program has been hosted by six comedians: Steve Allen (1954–1957), Jack Paar (1957–1962), Johnny Carson (1962–1992), Jay Leno (1992–2 ...
''. "Before anyone knew it," wrote comics historian Christopher Irving, "the hundreds of Fold-Ins created a timeline of American history, political satire, and entertainment." The third Fold-In, in issue #88, had an unusual diagonally-folded layout which was never repeated. The first 33 Fold-Ins were printed in black-and-white; starting with ''Mad'' #119 (June 1968), all Fold-Ins have been presented in color. In a ''Mad''-like wrinkle, there are two answers to the question "When was Jaffee's last Fold-in?" The final one he designed appeared in the June 2019 issue. But his last Fold-in to be published, a personal farewell to readers, appeared in the August 2020 issue. Jaffee had prepared it six years in advance, to be published after his own death. Instead, it ran after he officially announced his retirement at the age of 99, as the conclusion of an "All Jaffee" tribute issue. It was the 509th issue of ''Mad'' to include new Jaffee material, the most for any contributor. In 2010, Jaffee described the earliest Fold-Ins: From its debut in 1964, the Fold-In has rarely been absent from ''Mads pages. Since issue #86, seven issues (#121, #190, #212, #219, #261, #353 and #360) did not feature Fold-Ins, although Jaffee still wrote and drew four of those issues' back covers. (#219 featured a see-through effect in which the back cover and inside back cover could be held up to a light source, with the separate elements of the two images combining to reveal a visual punchline.) Mad Super Special #19 (Fall 1976) featured a bonus insert, "Madde," an
American Revolution The American Revolution (1765–1783) was a colonial rebellion and war of independence in which the Thirteen Colonies broke from British America, British rule to form the United States of America. The revolution culminated in the American ...
-era ''Mad'' in honor of the
U.S. Bicentennial The United States Bicentennial was a series of celebrations and observances during the mid-1970s that paid tribute to historical events leading up to the creation of the United States as an independent republic. It was a central event in the memo ...
. The insert included a Fold-In, showing a trade ship about to embark on a voyage, which folded into an African-American arm in chains. Four Fold-Ins were patterned after Al Jaffee's other ''Mad'' feature, Snappy Answers to Stupid Questions. The first, in #222, shows
Humpty Dumpty Humpty Dumpty is a character in an English nursery rhyme, probably originally a riddle, and is typically portrayed as an anthropomorphic egg, though he is not explicitly described as such. The first recorded versions of the rhyme date from ...
sarcastically refusing to be put back together again, which folds into a plate of scrambled eggs. The second, in #233, takes place in a fairytale setting where a frog refuses to have a princess kiss him, folding into an image where the princess walks off saying "I hope you freeze your ..." and a donkey is in the frog's place. The third, in #295, shows a wife confronting her husband over his cigarette smoking, folding into the wife mourning the husband at his funeral. The fourth, in #499, shows a snowboarder fending off stupid questions, folding into an image of him crashing into a stone wall. In 2013, a completed Jaffee Fold-In about mass shootings was pulled from issue #521 when the editors realized the issue's on-sale date would coincide with the beginning of Aurora theater shooter James Holmes' court trial, which had been delayed. This turned out to be untrue, as the trial was delayed until October 2014, some 18 months after the editorial decision to nix the Fold-In was made. The run of ''Mad'' covers, which had already been printed separately, was destroyed, and a repeat Fold-In from 1992 was used as a replacement. #521 thus became just the second issue of ''Mad'' since 1964 not to include new work by Jaffee. One copy was inadvertently sent out to a subscriber as a replacement copy, who scanned and uploaded the Fold-In. Jaffee missed three issues in 2019 due to illness; the mass shooting Fold-In that was yanked from issue #521 was finally published in 2019 in Mad Volume 2 issue #7, a reprint from 1972 was published in issue #8 and a reprint from 1967 was published in issue #9. On occasion, the feature has been moved from its usual spot. Issue #320 (July 1993) featured a Fold-in as the front cover. And in the annual "20 Worst of the Year" issue, the Fold-In is used as one of the 20 items, thus appearing as an internal page of the magazine. Only two Mad 20 issues, #389 and #11, have had a Fold-In as part of the Mad 20 and a second one as the inside back cover. In issue #11 (February 2020) the Fold-In appearing in the Mad 20 was created by artist Johnny Sampson, making him the first artist to create a Fold-In other than Jaffee. The feature is currently being produced by Sampson. In 1999, Jaffee told an interviewer, "Usually you can go on working unless you have a stroke or something. So I hope to continue. I'm trying to decide whether I should do my final Fold-In before I die or after I die! [...] I don't want to share it! It's a secret! But I mentioned it to the editors at ''Mad'' and they said, "You mean you want to get paid ahead of time!" Nevertheless, Jaffee's final Fold-In appeared in the August 2020 issue of ''Mad'' after the cartoonist retired at the age of 99. Appearing during a stark recession, it depicted the magazine's mascot Alfred E. Neuman with an atypically worried expression, in front of a dozen shuttered businesses. The question, "Why is the 'What, Me Worry?' kid so worried?" was answered when the stores' signage folded into the message "NO MORE JAFFEE FOLD-INS." A serene self-caricature appeared as a cloud. Further Fold-ins are written and drawn by writer-artist Johnny Sampson.


Outside cultural references

A Team Homer, 1996 episode of ''The Simpsons'' showed Bart Simpson and his friend Milhouse Van Houten, Milhouse poring over a ''Mad'' Fold-In with the question "What higher power do TV evangelists worship?” above a drawing of green mountains. Labelled “The All-Majestic Inspirational Mighty Dolomite Mountains, Dolomite Mtns Are a Singular Example of God’s Glory”, the peaks fold in to form a dollar sign, with the answer reading “The All-Mighty Dollar”. Later in the episode, Bart’s father Homer Simpson misfolds the page, reads “The All Ighty Ollar,” and laughs anyway. In Marge in Chains, a 1993 episode, Marge Simpson’s prison cellmate has a Fold-In tattooed onto her back; when she pushes her shoulder blades together, the question “What kind of slime would I marry?”, becomes "What, me worry?" and reveals the face of Mad mascot Alfred E. Neuman. A A Pharaoh to Remember, 2002 episode of ''Futurama'' features a pseudo-Fold-In. A graffitied building depicting the character Bender (Futurama), Bender is demolished, and Bender wails as his image collapses into a set of buttocks and the boast “Bender Lives Large and Kicks Butt!” becomes “Bender Licks Butt!”. On January 24, 2010, the ''New York Times'' published a specially-constructed "Fold-In" crossword. The fully completed puzzle could be folded in the Jaffee style to reveal six further solutions, each of which was something that could itself be folded (e.g. LAWN CHAIR, NEWSPAPER, POKER HAND and ORIGAMI). Also mimicking ''Mads design, the top and bottom rows of the crossword both featured an "A" and a "B" in their horizontal grids, which needed to be folded together to touch one another to produce the desired result. Beck's 2005 video for "Girl (Beck song), Girl" features a number of fold-ins, ranging from paper fold-ins to elaborate collapsible sets, including a foldable sidewalk and a foldable pharmacy. One of the video's Fold-Ins reveals the name "Al Jaffee". In 2006, Stephen Colbert saluted Jaffee's 85th birthday on an episode of ''The Colbert Report'' with a large "fold-in" birthday cake, bearing the message AL, , , YOU, HAVE REPEATEDLY SHOWN , A, RTISTRY & CA, RE O, F GREAT CREDIT TO YOUR FIE, LD But after the center slice was removed, and the remainder pushed together, it spelled out the message AL, YOU ARE OLD.
And Here's the Kicker
', by Mike Sacks, published 2009 by Writer's Digest Books
That was not Jaffee's first interaction with Colbert. In 2010, he recalled:


References


External links



''New York Times'' site displaying some of Jaffee's ''Mad'' Fold-Ins
More Jaffee Fold-Ins
* The Mad Fold-In Collection: 1964-2010, released in September 2011 -

{{Mad magazine Mad (magazine) Magazine articles 1964 comics debuts Gag cartoon comics Humor comics Satirical comics Political satire comics American political satire Parody comics Comics about politics 1964 neologisms