In
his second issue, Mr. Feldstein seized on a character who had appeared
only marginally in the magazine — a freckled, gaptoothed, big-eared,
glazed-looking young man — and put his image on the cover, identifying
him as a write-in candidate for president campaigning under the slogan
“What — me worry?”
At
first he went by Mel Haney, Melvin Cowznofski and other names. But when
the December 1956 issue, No. 30, identified him as Alfred E. Neuman,
the name stuck. He became the magazine’s perennial cover boy, appearing
in dozens of guises, including as a joker on a playing card, an
ice-skating barrel jumper, a totem on a totem pole, a football player, a
yogi, a construction worker, King Kong atop the Empire State Building, Rosemary’s baby, Uncle Sam, General Patton and Barbra Streisand.
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