In America in 1952, the late William M. Gaines launched a humour magazine that defined a new audience - teenagers - and a new attitude - rebellion against the status quo. Soon Mad was parodying squeaky-clean suburban lifestyle and the new consumer society, and its mascot was the mischievous and rebellious Alfred E. Neumann, a parent's and teacher's nightmare. The magazine shocked some and delighted many. This book contains an account of its history, and features every cover since the first edition. It is an exploration of US culture, media and politics of the day, and of how Mad has changed over 40 years.