So I put an ad in The New York Times that said, "National magazine wants portrait artist for special project". This kid was the perfect example of what I wanted. I decided that I wanted to have this visual logo as the image of Mad, the same way that corporations had the Jolly Green Giant and the dog barking at the gramophone for RCA. When Al Feldstein took over as Mad 's editor in 1956, he seized upon the face: The crowded cover shot on Mad #27 marked Neuman's first color appearance. In Mad #25, the face and name were shown together on separate pages as both Neuman and Mel Haney. In later issues he appeared as "Melvin Cowsnofsky" or "Mel Haney". The character was also shown on page 7 of Mad #24 as "Melvin Coznowski" and on page 63 as "Melvin Sturdley". Initially, the phrase was rendered "What? Me worry?" These borders were used for five more issues, through Mad #30 (December 1956). Mad switched to a magazine format starting with issue #24, and Neuman's face appeared in the top, central position of the illustrated border used on the covers, with his now-familiar signature phrase "What, me worry?" written underneath. A rubber mask bearing his likeness with "idiot" written underneath was offered for $1.29 (equivalent to $14 in 2022).įirst cover appearance of Neuman, on Mad #21 (third from viewer's left of the six faces approx. The character's first appearance in the comic book was on the cover of Mad #21 (March 1955), in a tiny image as part of a mock advertisement. In November 1954, Neuman made his Mad debut on the front cover of Ballantine's The Mad Reader, a paperback collection of reprints from the first two years of Mad. Shir-Cliff was later a contributor to various magazines created by Kurtzman. "It was a face that didn't have a care in the world, except mischief", recalled Kurtzman. Harvey Kurtzman first spotted the image on a postcard pinned to the office bulletin board of Ballantine Books editor Bernard Shir-Cliff. Rarely seen in profile, Neuman has almost always been recognizable in front view, silhouette, or directly from behind. Since his debut in Mad, Neuman's likeness has appeared on the cover of all but a handful of the magazine's over 550 issues. Neuman" by Mad 's second editor, Al Feldstein, in 1956. The magazine's editor, Harvey Kurtzman, claimed the character in 1954, and he was named "Alfred E. iconography decades prior to his association with the magazine, appearing in late 19th-century advertisements for painless dentistry – the origin of his "What, me worry?" motto. The character's distinct smiling face, parted red hair, gap-tooth smile, freckles, protruding ears, and scrawny body first emerged in U.S. Neuman is the fictitious mascot and cover boy of the American humor magazine Mad. For other uses, see Alfred Neumann (disambiguation) and Alfred Newman (disambiguation).
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