EASTSIDER WILLIAM GAINES
Publisher and founder of Mad magazine
9-15-79
Mad magazine, an institution in American humor ever since it first appeared in 1955, is one of the few publications on the newsstand that carries no advertising. In the past few years, rising costs and changing tastes have driven Mad's circulation slightly below two million, but publisher William Gaines has no plans of giving in to commercialism.
"I was brought up on a newspaper called PM," recalls Gaines, an instantly likable native New Yorker who looks like a cross between Santa Claus and a middle-aged hippie. "It sold for a nickel while everything else was two cents. Its policy was to take no ads, and I was kind of brought up on the idea that it's dirty to take advertising." His face breaks out in merriment, and he laughs the first of many deep, rich, belly laughs that I am to hear that afternoon.
"I don't think your publication's going to want to print that, so you'd better leave it out. Um, so I, I. … I mean, it's not —" he sputters, before quickly recovering and driving the point home with his customary journalistic finesse. "As a matter of fact, if you're going to take ads, I think the way your people do it is the way to do it. If you're going to take ads, give the publication away. But if somebody's putting out money, it's not right. It's like going to the movies and seeing a commercial. Television, fine: you're getting it free."
We're sitting in his somewhat disorderly Madison Avenue office, which is decorated with paintings of monsters, huge models of King Kong, and a collection of toy zeppelins suspended from the ceiling. When Gaines is asked about lawsuits, his eyes sparkle with glee.
"We have been sued many times. We've never been beaten. We had two cases that went to the U.S. Supreme Court. The first was on Alfred E. Newman (the gap-toothed, moronic-looking character who appears on the magazine cover). Two different people claimed it was theirs — a woman by the name of Stuff and a man by the name of Schmeck. Neither one knew about the other one, and we didn't tell them. It was pretty fun when they all got to court and found that both of them were claiming to own Alfred. Through a series of decisions, the Supreme Court decided that neither one of them owned Alfred, and we were free to use him.
"The other case was when Irving Berlin and a number of other songwriters sued Mad, because we used to publish a lot of articles of song parodies which we'd say were sung to the tune of so-and-so. And they took umbrage to that. They said that when people would read the words, they were singing their music in their heads. The judge ruled that Irving Berlin did not own iambic pentameter."
The son of a prominent comic book publisher named M.C. Gaines, William planned to become a chemistry teacher when he returned to college after World War II. Then his father was killed in an accident, and Gaines decided to enter the comic business himself. "I started putting out some very undistinguished, dreadful stuff, because I didn't know where I was going. After three years, Albert Feldstein (Mad's editor) joined me, and we just had a rapport right away. We started putting out stuff that we had a feeling for — science fiction, horror, crime."
These comics, known as E.C. Publications, are today worth up to $200 each. Classics of their genre, they became the target of a Senate subcommittee on juvenile delinquency. Largely because of public pressure, Gaines dropped all of them except Mad, which he changed from a 10 cent comic into a 25-cent, more adult magazine. The complete E.C. works have recently been reprinted in bound volumes.
A divorced father of three, Bill Gaines hates exercise, and drives the 18 blocks each day from his Eastside apartment to the Mad office. His favorite hobbies are attending wine and food tastings, and visiting Haiti. "I've been there about 20 times. It's a wild, untamed place. Something in my nature is appealed to by that kind of thing. … They have no maliciousness toward tourists. I was almost shot there twice, but it was by mistake."
Things are so relaxed around the Mad headquarters that eight out of the nine full-time staffers have been with the publication for more than 20 years. "Our writers and artists are free-lancers," says Gaines. "Most of them have been with us 20 years also. … We get quite a few unsolicited manuscripts, but most of them, unfortunately, are not usable. Every once in a while we'll get one, and then we've got a big day of rejoicing. … We're always looking for writers. We don't need artists, but you never have enough writers. And we firmly believe that the writer is God, because if you don't have a writer, you don't have movies, you don't have television, you don't have books, you don't have plays, you don't have magazines, you don't have comics — you don't have anything!
"We don't assign articles. The writers come to us with what they want to write, and as long as it's funny, we'll buy it. And we don't care what point of view, because Mad has no editorial point of view. We're not left, and we're not right. We're all mixed up. And our writers are all mixed up — in more ways than one."
died 6-3-92. born 3-1-22.