CRACKED

CRACKED Magazine is one of America's oldest national humor magazines, and the most successful imitator of the popular MAD Magazine.

History

1990s

In the 1990s, CRACKED also benefited from the collapse of the National Lampoon, picking up Andy Simmons as an editor, as well as such former Lampoon contributors as Ron Barrett, Randy Jones, and Ed Subitzky.

Related Topics:
1990s - National Lampoon

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Though CRACKED's sales always lagged far behind those of MAD, CRACKED survived and thrived for over four decades through low pay rates and overhead and by being part of large publishing groups that could bundle Cracked in with its other magazines as a package arrangement for distributors. Cracked also appeared monthly during the period when MAD was being published just 8 times a year, thus picking up readership from MAD fans that couldn't wait out the six weeks for their next "comedy fix." The magazine would sometimes include attention-grabbing giveaways inside its pages, such as iron-ons, stickers, or postcards.

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Rise and Fall

At its height, CRACKED's circulation might have been a third of MAD's, with the overall total generally rising or falling along with the bigger magazine's fortunes. But at its nadir in the 2000s, this sales figure plunged to around 25,000-35,000 per bi-monthly issue, or about one-eighth as many sales as a monthly issue of MAD (whose circulation had also plummeted from its mid-1970s peak).

Related Topics:
MAD - 1970s

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In late 1999, CRACKED's then-parent company, Globe Communications (publisher of the national tabloid The Globe), was sold to American Media Inc., the company that publishes the tabloids The National Enquirer and the Weekly World News. American Media's primary interest in the deal was in acquiring its rival, The Globe, but CRACKED came along as part of the transaction. American Media moved Globe Communication's New York City operations to Florida, where American Media was headquartered. As a result, CRACKED's offices moved to Florida as well. Most of the magazine's long time staff of editors and writers refused to move to Florida and the result was an almost complete turnover in CRACKED's staff. Published reports indicate that American Media never had an interest in supporting the magazine, which was only selling in the high five figures, compared with AMI's multi-million-selling line of tabloids. CRACKED's distribution under American Media grew increasingly spotty.

Related Topics:
Globe Communications - The Globe - American Media - The National Enquirer - Weekly World News - The Globe - New York City - Florida

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Attempted Rejuvenation

In late 2000, American Media sold CRACKED to one of its former Weekly World News employees, Dick Kulpa, who became both Publisher and Editor-in-Chief of CRACKED. Under Kulpa, CRACKED suffered from a lack of financing to go along with its weakened distribution. Circulation continued to drop precipitously, and Kulpa was forced to turn the magazine into a bi-monthly. After being offered a substantial pay cut, signature artist John Severin parted company with the magazine. Some of the magazine's remaining freelancers provided work for free, hoping CRACKED would eventually become profitable again, but this did not happen. In an attempt at publicity, Cheap Trick guitarist Rick Nielsen was named as the magazine's new "publisher," but this failed to spark interest.

Related Topics:
American Media - Weekly World News - Dick Kulpa - John Severin - Cheap Trick - Rick Nielsen

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In an oddity, CRACKED was at the center of the 2001 anthrax scare. An anonymous letter containing anthrax powder was sent to American Media Inc. in September 2001, killing one employee. Cracked's offices were still in the same building, and thus the magazine was among the publications that had to be evacuated.

Related Topics:
2001 - Anthrax - American Media Inc.

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Recent Events

In early 2005, Kulpa sold CRACKED to a group of Asian, Arab and American investors who intend to relaunch the magazine. The group announced plans to revive CRACKED with a new editorial focus and redesign, and hope to return the magazine to a monthly schedule. Their first steps included naming entrepreneur Monty Sarhan as both CEO and Publisher. Sarhan also announced ambitious plans to expand the CRACKED brand into other media.

Related Topics:
2005 - Monty Sarhan

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A complete new staff was soon announced, including Sven Larsen as Associate Publisher with Tom DeFalco (the former editor-in-chief of Marvel Comics) and Justin Droms as new editors. Hollywood producer Thom Mount joined the company's Board of Directors and Zena Tsarfin, the former Managing Editor of the hip-hop magazine XXL, was named to the same position at CRACKED. Stand-up comics Darren Kane and Jesse Falcon, along with former SPY staffer Jonathan Yevin and former CRACKED Editor-in-Chief Mort Todd, joined CRACKED as Contributing Editors. Michael Hobson, the former publisher of Marvel Comics and Scholastic Books, was named a Senior Advisor to the company.

Related Topics:
Sven Larsen - Tom DeFalco - Marvel Comics - Justin Droms - Hollywood - Thom Mount - Zena Tsarfin - XXL - Darren Kane - Jesse Falcon - Jonathan Yevin - Mort Todd - Michael Hobson - Scholastic Books

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After spending 2005 on hiatus, a new issue of the magazine is scheduled to appear in January 2006.

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For other notable MAD Magazine imitators, see MAD's entry.

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