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Sep. 09, 1971 - Millionaire publisher of Mad magazine in London William M.Gaines, has arrived in London from New York with twenty male members of his Mad family. William Gaines is certainly an unusual character. A self-confessed eccentric and a considerate gourmet, he is the millionaire publisher of Mad magazine, the satirical American in teenage comic, which he launched in 1952 and which now sells over 1.9 million copies in the U.S.A. and is also translated into nine foreign languages. Whatever else he is, Mr. Gaines is an expert in employer-employees relations. Every year for the past ten years he has taken a stag party of his staff and associates, which he calls his Mad Family and who appear as eccentric as he, on a multi-thousand dollar travel junket to various parts of the world all at his own expense. This exercise in good labour relation has built up an enviable esprit de corps among his Madmen and undoubtedly contributes to the continuing success of Mad magazine which achieves its large circulation without accepting advertising. the eccentric progress of this year's Mad family will include London, Copenhagen, Leningrad, Moscow and Amsterdam. Keystone Photo Shows: William M. Gaines gets a lift up by four Dolly Birds, who greeted him when he arrived today.H/Keystone

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