Parody Of: Time. Title: “Time.” In: Punch, December 14, 1960.
Length: 10 pages, 2 in color. Contributors: Norman Mansbridge, William Hewison (art); no writer credits. Availability: Online right here; print copies scarce but findable.
Here’s a last-minute Christmas present — all 10 pages of Punch magazine’s 1960 parody of Time. Though it was founded in 1841, Punch didn’t really go in for parodying other publications until Malcolm Muggeridge was editor in 1953-1957. The first and most famous spoof during his tenure was “The N*w Y*rk*r” (April 7, 1954), an eight-page payback for a mauling Harold Ross and Co. had administered two decades before (see “Paunch,” in the Jan. 13, 1934, New Yorker). Other 1950s targets included Radio Times, Reader’s Digest and Soviet humor magazine Krokodil.
“Time” was the only feature-length magazine parody to appear under Muggeridge’s successor, Bernard Hollowood (editor 1958-1968). The next editor, William Davis (1969-1977), on the other hand, presided over a string of spoofs including Playboy (1971), Cosmopolitan (1972) and the Sunday Express newspaper (1973). Later editors seem to have lost interest in the concept, though I confess I haven’t looked at every issue.
Punch’s parody appeared just before the sea-change called The Sixties began to erode the self-confidence of Time Inc. and other pillars of the Establishment. It’s now a kind of time capsule itself, mocking the casual superiority, breezy omnipotence and unashamed biases of a major journalistic institution at the height of its power and influence. —VCR