Forgotten humor magazine
Only months after Mad was launched in the fall of 1952, Mercury Press announced in F&SF (February 1953) their humor magazine, The Book of Wit & Humor, edited by Louis Untermeyer (1885-1977). Untermeyer wrote or edited almost 100 books, including a number of humor anthologies.
The managing editor was Charles Angoff (1902-1979), the author-editor long associated with The American Mercury. With a logo design by Mercury's art director George Salter (1897-1967), it had the look of the other digest-size Mercury Publications, but why didn't they title it The Magazine of Wit & Humor? Then it could have been taken as a sister magazine to F&SF. I believe it had only a single issue. Does anyone have a copy?
The front cover cartoon is a reprint from Saul Steinberg's The Art of Living (Harper, 1949).
Louis Untermeyer was a regular panelist in the early years
of What's My Line? Here he is in the October 15, 1950
episode with mystery guest Gloria Swanson.