Alfred E. Neuman
Alfred E. Neuman is the fictitious mascot and cover boy of the American humor magazine Mad. The character's distinct smiling face, parted red hair, gap-tooth smile, freckles, protruding ears, and scrawny body first emerged in U.S. 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 magazine's editor, Harvey Kurtzman, claimed the character in 1954, and he was named "Alfred E. Neuman" by Mads second editor, Al Feldstein, in 1956. 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. Rarely seen in profile, Neuman has almost always been recognizable in front view, silhouette, or directly from behind. History Discovery Harvey Kurtzman first spotted the image on a postcard pinned to the office bulletin board of Ballantine Books editor Bernard Shir-Cliff. "It was a face that didn't have a care in the world, except mischief", recalled Kurtzman. Shir-Cliff was later a contributor to various magazines created by Kurtzman. Mad debut 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. 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. A rubber mask bearing his likeness with "idiot" written underneath was offered for $1.29 (). 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. Initially, the phrase was rendered "What? Me worry?" These borders were used for five more issues, through Mad #30 (December 1956). The character was also shown on page 7 of Mad #24 as "Melvin Coznowski" and on page 63 as "Melvin Sturdley". In later issues he appeared as "Melvin Cowsnofsky" or "Mel Haney". In Mad #25, the face and name were shown together on separate pages as both Neuman and Mel Haney. The crowded cover shot on Mad #27 marked Neuman's first color appearance. Mad cover image When Al Feldstein took over as Mads editor in 1956, he seized upon the face: Mingo's defining portrait was used on the cover of Mad #30 in late 1956 as a supposed write-in candidate for the Presidency, and fixed his identity and appearance into the version that has been used ever since. In November 2008, Mingo's original cover art featuring this first official portrait of Neuman sold at auction for $203,150. Mingo painted seven more Neuman covers through 1957, and later returned to become the magazine's signature cover artist throughout the 1960s and 1970s. Mingo produced 97 Mad covers in total, and also illustrated dozens of additional cover images for Mad'''s many reprint Specials and its line of paperbacks. During Mingo's absence, Frank Kelly Freas rendered