Mad Fold-in

The "Mad" Fold-in is a feature found on the inside back cover of virtually every "Mad" magazine since 1964. Written and drawn by Al Jaffee, the Fold-in is one of the most well-known aspects of the magazine. The feature was conceived in response to centerfolds in adult magazines, particularly "Playboy". [Dick DeBartolo, "Daily Giz Wiz", episode 473 http://twit.tv/dgw473]

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 text underneath the picture becomes the answer to the question, and the picture itself changes into a fresh image reflecting the new text.

The Fold-in has rarely been moved since its debut. In the annual "20 Worst of the Year" issue, the Fold-in is used as one of the 20 items, and appears as an internal page of the magazine. Since 1964, only two issues (#121 and #190) did not feature Fold-ins, although Jaffee still wrote and drew those editions' back covers. ["Mad" #121 and "Mad" #190] Issue #320 (July 1993) was the only one to feature a Fold-in as the front cover. [cite book |title= Mad Cover to Cover |last=Jacobs |first=Frank |authorlink=Frank Jacobs |year=2000 |publisher=Watson-Guptill Productions |isbn=0-8230-1684-6 |pages=175]

From the feature's introduction until issue #118 (April 1968), the Fold-in was printed in black-and-white. With issue #119 (June 1968) "Mad" changed its printing process to allow the inside front and back pages to be printed in color; subsequently, the Fold-In was presented in color from then on.

Outside cultural references

"Girl," a 2005 music video by Beck, featured several real life Fold-Ins, such as a foldable sidewalk and a foldable pharmacy. One of the video's Fold-Ins revealed the name "Al Jaffee."Fact|date=August 2008

In 2006, Stephen Colbert saluted Jaffee's 85th birthday with a "fold-in" birthday cake. After the center slice was removed, the remainder spelled out the message "AL, YOU ARE OLD." [www.ny1.com/printarticle.aspx?ArID=84279]

References

External links

* [http://www.nytimes.com/interactive/2008/03/28/arts/20080330_FOLD_IN_FEATURE.html Fold-Ins, Past and Present] New York Times site of some Jaffee's Mad Fold-in