The New Yorker uncovers an unexpected profit center. (Ancillary Profits).(by licensing cover illustrations)(Brief Article) Folio: the Magazine for Magazine Management
February 1, 2002 | Copyright
Award-winning journalism, famous contributors and a checkered history notwithstanding, The New Yorker may well be most famous for its cache of cartoons and provocative covers. Recently, one cover illustration didn't just move more copies on the newsstand--it generated an unexpected windfall via licensing deals. Signed lithographs and unsigned posters of the cover of last year's December 10th issue, titled New Yorkistan, have generate around $400,000 for the title-and more than half of that is pure profit.
The signed lithographs of the cover-which features a map of New York City with satirical names of neighborhoods like Kvetchnya, Khandibar and Pashmina-went for $385 (framed) and $280 (unframed) and sold out within three days. …
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