The Buzz

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Funny is making money at 'The New Yorker' as the Conde Nast Publications weekly launches its latest product-custom cartoon books. More than laughs, these books provide effective communication between advertisers and customers, according to Cartoon Bank President and New Yorker Cartoon Editor Bob Mankoff. "I've heard people say they didn't like that cartoon or they thought it wasn't funny," Mankoff says. "But I've never heard people say they've never read it."

The books, an offshoot of The New Yorker's Cartoon Bank, cost between $10 and $50 a book and require a minimum purchase of 250 units. Cartoonists will also draw cartoons that work in a marketer's brand. Companies like Yahoo! and CourtTV have already jumped on the funny wagon, purchasing their own compilation of 80 or more cartoons spanning The New Yorker's 75-year history. "It reflects the Yahoo! brand personality. The public sees us as fun, humorous, light. So the marriage of the two are perfect," says Jerry Shereshewsky, Yahoo!'s director of advertising sales, of its custom cartoon book.

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