Maxwell Charles Gaines[a] (born Max Ginzberg,[b] September 21, 1894 – August 20, 1947[2]) was an American publisher and a pioneering figure in the creation of the modern comic book.

[3][4] In 1933, Gaines devised the first four-color, saddle-stitched newsprint pamphlet (Funnies on Parade), a precursor to the color-comics format that became the standard for the American comic book industry.

He was co-publisher of All-American Publications, a seminal comic-book company that introduced such enduring fictional characters as Green Lantern, Wonder Woman, and Hawkman.

Deducing that packaging such strips together could create promotional publications, Gaines contacted Harry L. Wildenberg, Eastern's sales manager and his direct superior.

These included such popular strips as cartoonist Al Smith's Mutt and Jeff, Ham Fisher's Joe Palooka, and Percy Crosby's Skippy.

This periodical, however, was neither sold nor available on newsstands, but rather sent free as a promotional item to consumers who mailed in coupons clipped from Procter & Gamble soap and toiletries products.

[7] The promotion proved a success, and Eastern Color that year produced similar periodicals for Canada Dry soft drinks, Kinney Shoes, Wheatena cereal, Phillips' Dental Magnesia, John Wanamaker Department Stores, and others, with print runs of from 100,000 to 250,000.

Several of National's characters (Starman, Doctor Fate, The Spectre) appeared alongside All-American's Green Lantern, Wonder Woman, and Hawkman in that company's successful All Star Comics.