by Jesse Marinoff Reyes ( Jesse Marinoff Reyes Design, Maplewood, N.J.)
March 1969 issue, #125
Photograph: Irving Schild
MAD’s mad photographer—who shot many, many more covers than you’d think, despite the seeming lock on the covers that cartoonist-painters the likes of Norman Mingo, Jack Davis, Mort Drucker and Kelly Freas had. Schild was primarily responsible for most of the photo-parodies especially MAD’s “Great Moments in Advertising” (back when MAD—under Bill Gaines—accepted no legitimate advertising, relying primarily on subscription and newsstand sales, but ruthlessly parodied Madison Avenue relentlessly within its pages). Schild has been shooting for MAD for the last 40-odd years.
His concept from this 1969 issue pretty much sums up the lack of traction for yesterday’s post on (of all things) Playboy. Oh well.