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 popular magazines, particularly Playboy.

Explaining his original inspiration, Jaffee said:

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."

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 remaining unobscured text underneath the picture becomes the answer to the question, and the picture itself changes into a fresh image reflecting the new text, as the middle 50% of the drawing vanishes.