in 2005, kulpa sold cracked teshkeel media group, federation of arab, asian, , american investors, announced plans revive cracked new editorial focus , redesign. first steps included naming entrepreneur monty sarhan both ceo , publisher. writer neal pollack named editor-at-large , , former editor mort todd named contributing editor. however, todd departed, complaining comics journal low pay rates , work-for-hire issues of copyright. todd said, each visit offices got more dispirited saw direction magazine taking. has been publicized, cracked was, instead of ripping off mad, going rip off maxim... lot of revolutionary humor ideas ve come ones have been overplayed decades , ones rejected reason 20 years ago [as cracked s editor] .
publisher sarhan responded:
my impression of mort was stuck in time warp, wanted relive personal glory days when edited cracked , didn’t trying do.... contributing editor freelancer whom have relationship [sic]. title means here @ cracked. s person regular contributor magazine, not on staff ... mort quit contributing editor because, said, had few tv projects in development. personal opinion stuck in cracked of past , didn t being freelancer, answering editors far younger him here @ cracked , having ideas regularly rejected. if work isn t going published, makes no sense stay ... has spent 5 minutes on website knows not maxim clone. s ridiculous assertion. focus on comedy , humor, not women in bikinis. yes, s true maxim guide things. after all, since s [sic] launch on 8 years ago, has gone on become 1 of successful magazine titles ever. wouldn t want emulate success?
on august 15, 2006, revamped cracked magazine appeared. first issue significant departure cracked s previous incarnation, notably in sharp reduction of comics , illustrated content. new format more text-heavy, , overtly indebted modern lad mags maxim, stuff , fhm, although media website gawker.com wrote, little remains of old cracked – mad ripoff had tread water in various incarnations half century. made of new direction ripping off maxim instead, aside , feel resemblance in terms of layout, more obvious (attempted) homage runs spy.
the washington post s peter carlson harshly reviewed debut, listing of issue s contents , adding, chuckling yet? me neither. later, carlson quoted cracked s michael j. nelson, d contributed short guide worst comedy movies ever. wrote nelson in article, bad comedies worse else in whole of human history. added carlson, reading cracked, understand means.
after 3 poor-selling issues, failing magazine canceled in february 2007. citing distribution problems demise, editor jay pinkerton claimed remaining staff focusing energies toward cracked website, unspecified book projects. company s website, cracked.com, continued on , has become known humorous lists , compilations, such 6 ridiculous things people claimed legally own . book collection in vein, might zombie, , other bad news, published in 2010.
a two-volume history of magazine, if re cracked, re happy, written mark arnold, published in june 2011.
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