Whenever I pick up a copy of the New Yorker, the first thing I do is flip through the magazine from beginning to end to read the cartoons.

All of them.

Then I go back and reread the most memorable ones again.

Why? Because New Yorker cartoons are as close to storytelling perfection as anything I’ve found. 

The artwork is crisp and minimal and blends effortlessly with the words. There isn’t an extraneous letter or line. And in the briefest of moments, the tale is told.

In a world of abundant content, we can learn a lot about how to create stories from New Yorker cartoons.

Emotion: Each frame is an exquisitely crafted joke designed to make us smile or laugh. And it’s based on a shared moment many of us can relate to. I’m not saying that we should only rely on humour or satire in communications and social media – though we could probably use it more. But we need to make sure our story contains an emotional connection to the people we’re trying to reach.

Style: The New Yorker has been graced by many talented artists over the years from James Thurber to Roz Chast (my personal favourite). And each stands out because of their unmistakable personalities and original styles. We’re drawn to them in a glance.

Simplicity: The cartoonists take an often complex idea, boil it down to its essence and present it in a simple yet resonant way that conveys so much.

Juxtaposition: The text and visuals don’t repeat each other. That is, each element complements the other and the sum total offers a richer experience than if we’d only had words or pictures alone.

Brevity: The soul of wit, not to mention Twitter. With so much junk out there and our attention spans on the verge of timing out, it’s essential to pare a story down to its essence. It’s easy to blab on for 1000 words or more; 350 not so much. Less text. Evocative images. Our imaginations can fill in the rest.

And in the spirit of brevity, I’ll stop here.

What do you think? Anything to add?

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads Generative AI and digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, adjunct professor at the Schulich School of Business and associate director of the Future of Marketing Institute. He also teaches digital marketing strategy at McMaster University. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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