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William M. Gaines' Utterly MAD (Photo credit: Larry He's So Fine)
MAD publisher Bill Gaines joked that he was a fan of the Fold-In because he knew that serious collectors valued pristine, unfolded copies, and would therefore be inspired to purchase two copies of each issue—one to fold, and another to preserve intact.
Source:
Gaines, W. cited in Wikipedia. (2011). Mad Fold-in. Available: http://en.wikipedia.org/wiki/Mad_Fold-in. Last accessed 29th Feb 2012.
My two cents:
I always liked the concept of MAD magazine fold-ins. A different way of doing things, and now I realise that it was showing some smart business acumen as well.
