Kokomo Tribune; Kokomo, Indiana

Columns

May 12, 2014

DICK WOLFSIE: Setting the tone forever

Albert B. Feldstein passed away the end of last month at age 88. The memory of his work, the importance of his legacy and the effect his magazine had on me (and millions of other young people) back in the ’50s and ’60s makes me smile.

Feldstein was the editor of Mad magazine from 1956 until 1984. He was just one of a cast of creative writers and cartoonists who changed the landscape of humor and influenced a generation of baby boomers. Mad’s material was not as caustic or risque as Lenny Bruce’s or George Carlin’s, but in its own way, it was just as subversive, mainly because on the surface it appeared gentler. It poked fun at American institutions (family, politics, relationships, movie plots), not by offending, but by educating and challenging the younger generation to think.

“We were telling our young readers that, ‘Your parents are lying to you. The president is lying to you, Madison Avenue is lying to you,’” Feldman reflected years after he retired. Al Jaffe, another contributor, said, “Mad was designed to corrupt the minds of children, and from what I gather from the minds of people overall, we succeeded.”

Specific covers of the magazine are etched in my memory. Most were graced by Alfred E. Neuman, a Howdy-Doodyish looking fellow (now, with an eerie resemblance to both Bush 43 and Barack Obama) who came to represent Mad. It was Feldman who selected this likeness to be the publication’s mascot. The rest is mystery. Was the character a buffoon? A nerd? A savant? No matter, Alfred’s constant mantra, “What, me worry?” brilliantly balanced the satirical content of the magazine with a dose of coping advice for youngsters like myself. After the Three Mile Island nuclear incident in 1979, Alfred’s refrain was briefly changed to, “Yes, me worry.”

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