Eustace Tilly is the name of the mascot, and a character created for The New Yorker magazine by Corey Ford. The magazine’s first cover illustration, of a dandy peering at a butterfly through a monocle, was drawn by Rea Irvin, the magazine’s first art editor.
Eustace Tilley was the hero of a series entitled “The Making of a Magazine,” which began on the inside front cover of the August 8 issue that first summer. He was a younger man than the figure of the original cover. His top hat was of a newer style, without the curved brim. He wore a morning coat and striped trousers. Ford borrowed Eustace Tilley’s last name from an aunt—he had always found it vaguely humorous.
Tilley was always busy, and in illustrations by Johann Bull, always poised. He might be in Mexico, supervising the vast farms that grew the cactus for binding the magazine’s pages together. The Punctuation Farm, where commas were grown in profusion, because Ross had developed a love of them, was naturally in a more fertile region. Tilley might be inspecting the Initial Department, where letters were sent to be capitalized. Or he might be superintending the Emphasis Department, where letters were placed in a vise and forced sideways, for the creation of italics. He would jump to the Sargasso Sea, where by insulting squids he got ink for the printing presses, which were powered by a horse turning a pole. It was told how in the great paper shortage of 1882 he had saved the magazine by getting society matrons to contribute their finery. Thereafter dresses were made at a special factory and girls employed to wear them out, after which the cloth was used for manufacturing paper. Raoul Fleischmann, who had moved into the offices to protect his venture with Ross, gathered the Tilley series into a promotion booklet. Later, Ross took a listing for Eustace Tilley in the Manhattan telephone directory.