The fleeting glory of Trump Magazine: no, not that Trump.

Author:Bagge, Peter
Position::BOOKS - Denis Kitchen's "Trump: The Complete Collection" - Book review

TRUMP--THE TITLE OF which, I feel compelled to point out, has nothing to do with the current POTUS--was an illustrated satirical magazine edited by Mad founder Harvey Kurtzman and published by Playboy's Hugh Hefner. Both men were young, very ambitious, and perhaps a little too idealistic. Thanks partly to a storm of unforeseen business woes that almost destroyed the Playboy empire and partly to Kurtzman and Hefner's generosity toward their contributors, the publication lasted for only two issues, one released in 1956 and the other in 1957. The result, on display in a new collection edited and annotated by Denis Kitchen, was a tragic might-have-been.

Kurtzman is best known for founding Mad, which started out as a full-color comic book satirizing other comics. As one of only two staff editors at the EC Comics company, Kurtzman was expected to write every word of the titles he edited; prior to Mad he ran the imprint's war titles, which often featured antiwar messages. Thanks to his obsessive determination to get all his facts straight, he routinely fell into "research holes." Mad was supposed to be a relatively easy job for him, but he soon started obsessing over it too, especially as he started to run out of comic characters to spoof and began to expand his targets into the worlds of film, TV, advertising, and literature.

Mad was a surprise hit, and it soon attracted attention from outside the marginalized, lowbrow comics world, with Kurtzman becoming a cause celebre among humorists of all kinds. This, combined with a new industry-wide self-censorship policy (known as the Comics Code) that was threatening EC Comics' very existence, convinced Kurtzman to ask his publisher, William Gaines, to convert Mad from a kiddie comic to an adult humor magazine. Gaines agreed, and Mad became not just more popular than ever but, eventually, a cultural institution. All this sudden and unexpected attention went to Kurtzman's head, and he soon began making outrageous demands that the publisher wouldn't have agreed to under any circumstances, such as 51 percent ownership of Gaines' own company. But Kurtzman thought he had an ace in the hole: Hugh Hefner.

Like most men of that era, Kurtzman was fascinated by Playboy, with its unprecedented mixture of pornography, high-end production values, and intellectual aspirations (or pretensions, take your pick). And Hefner, who had been an unsuccessful cartoonist, was equally fascinated by what Kurtzman was doing with...

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