Kurtzman had long dreamed of joining the slick magazine publishing world, and had been trying to convince Gaines to publish "Mad" in a larger, more adult format. The August issue of "Pageant" featured an article "Now Comics Have Gone "Mad"", and "Pageant"s publisher Alex Hillman offered Kurtzman a job. With the prospect of losing his lone editor and writer, Gaines gave in to Kurtzman's demands. The magazine-format twenty-fourth issue of "Mad" (July 1955) was more successful than anticipated, and had to be reprinted, an unusual occurrence in magazine publishing. The new presentation was ambitious, and included meticulously rendered advertisement parodies and text pieces by humorists such as Ernie Kovacs, Stan Freberg, and Steve Allen. It was around this time that Kurtzman introduced "Mad"s gap-toothed mascot and his slogan, "What, me worry?", whom Feldstein later named Alfred E. Neuman.