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 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 centerfolds in popular magazines, particularly Playboy.[1]
Explaining his original inspiration, Jaffee said:
Playboy had a foldout of a beautiful woman in each issue, and Life Magazine had these large, striking foldouts in which they'd show how the earth began or the solar system or something on that order -- some massive panorama. Many magazines were hopping on the bandwagon, offering similar full-color spreads to their readers. I noticed this and thought, what's a good satirical comment on the trend? Then I figured, why not reverse it? If other magazines are doing these big, full-color foldouts, well, cheap old Mad should go completely the opposite way and do an ultra-modest black-and-white Fold-In![2]
In 2011, Jaffee reflected, "The thing that I got a kick out of was... Jeopardy! 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.