"PM was edited by Ralph Ingersoll, who had made a name for himself at Time magazine, and published by Marshall Field, the Chicago-based department store magnate who went on to found Field Newspaper Enterprises. The newsstand price of PM was a nickel at a time when the N.Y. Daily News sold for 2 cents and the N.Y. Times, 3 cents. It began publishing in 1939 and ceased operating in 1946. "Ingersoll was my hero," Gaines laughs. "I did what he did only I got away with it. Seriously, though, when you consider the kind of material we publish, it makes sense not to accept ads. You can't take money from Pepsi and spoof Coke." It's been for that reason that Gaines has never brought MAD into other forms of the media as some of his rivals — most notably National Lampoon — have done. "First of all it's really a hard thing to do," he explains. "Many people have tried it. Look at Monty Python, who are just incredibly funny. They have never been able to do anything successful in print.""