The Economics of Everyday Things

Behind almost every character you see displayed on a page or a screen, there’s a complex — and sometimes lucrative — web of licensing deals. Zachary Crockett is just your type. SOURCES:Lucas Czarnecki, creative director of Type Network.Gerry Leonidas, professor of typography at the University of Reading.Chantra Malee, co-founder and C.E.O. of Sharp Type.Lucas Sharp, professional font designer and co-founder of Sharp Type. RESOURCES:"What Fonts Are Used by The New York Times?" by Nona Blackman (Envato Tuts+, 2024)."Legendary Type Foundry Monotype Sold to Private Equity for $825 Million," by Suzanne LaBarre (Fast Company, 2019)."Calibri’s Scandalous History," by Ross Arbes (The New Yorker, 2017)."This Was The First Computer Font," by John Herrman (BuzzFeed News, 2012)."Manuscripts and Special Collections," by the University of Nottingham. EXTRA:"Are Our Tools Becoming Part of Us?" by People I (Mostly) Admire (2024).

Americans throw away 320 million books every year. How do some of them find a second life? Zachary Crockett is just browsing.  SOURCE:Francisco Hernandez, owner of Leaves bookstore. RESOURCES:"Reinventing Retail: The Novel Resurgence of Independent Bookstores," by Ryan L. Raffaelli (Harvard Business School Working Paper, 2020).Gravity's Rainbow, by Thomas Pynchon (1973).The Bluest Eye, by Toni Morrison (1970).Leaves bookstore. EXTRA:"Dying Is Easy. Retail Is Hard," by Freakonomics Radio (2024).

The tradition of sending cards to loved ones was in decline — until it was rescued by a new generation. But millennials have their own ideas about what sentiments they want to convey. Zachary Crockett is thinking of you on your special day. SOURCES:Mia Mercado, writer and former editor at Hallmark.George White, president of Up With Paper and former president of the American Greeting Card Association. RESOURCES:34th Louie Awards - Finalists & Winners, (2022-2023)."Season’s (and Other...) Greetings," by Maria Ricapito (Marie Claire, 2020)."Hallmark Greeting Cards Have Adjusted to the Digital Revolution," by Trent Gillies (CNBC, 2017)."Testimony of Don Hall, Jr. President and CEO of Hallmark Cards, Inc. Before a Joint Hearing of the Senate Subcommittee on Federal Financial Management, Government Information, Federal Services and International Security and the House, Postal Service and the District of Columbia" (2010).

It’s unreactive, lighter than air, and surprisingly important to the global economy. Zachary Crockett goes up an octave. SOURCES:Sophia Hayes, professor of chemistry at Washington University in St. Louis.Phil Kornbluth, president of Kornbluth Helium Consulting.Bo Sears, C.E.O. of Helix Exploration PLC. RESOURCES:"Why Semiconductor Growth Will Drive Helium Demand," by Kitty Wheeler (Technology Magazine, 2024)."The World Is Running Out of Helium. Here's Why Doctors Are Worried," by Caroline Hopkins (NBC News, 2022)."Nothing on Earth Can Replace Helium — and It’s in Peril," by Joseph DiVerdi (The New York Times, 2019).Selling the Nation's Helium Reserve, by the National Research Council (2010)."Discovery of Helium in Natural Gas at the University of Kansas," by the American Chemical Society (2000). EXTRAS:"Is Macy’s Thanksgiving Parade Its Most Valuable Asset?" by Freakonomics Radio (2024).

How did Florida International University’s new football stadium come to be named after the rapper and singer Pitbull? Adrian Ma and Wailin Wong of The Indicator from Planet Money explain. SOURCES:Scott Carr, director of athletics at Florida International University.Adrian Ma, co-host of The Indicator from Planet Money.Wailin Wong, co-host of The Indicator from Planet Money. RESOURCES:The Indicator from Planet Money

Mannequins may be made out of plastic or fiberglass, but for retailers they’re pure gold. Zachary Crockett strikes a pose. SOURCES:Stacie Bornn, vice president of sales, marketing, and creative at Fusion Specialties.Judi Henderson, C.E.O. and president of Mannequin Madness. RESOURCES:"How This Oakland Business Gives Mannequins New Life (Almost)," by Christopher Beale (KQED, 2024)."Nike's Controversial Plus-Size Mannequin Is a Brilliant Business Decision," by Kate Taylor (Business Insider, 2019)."A Glance at History of Store Mannequins," by Anne D'Innocenzio (AP News, 2014)."Making a Fashion Statement, With or Without Clothes," by Elisabetta Povoledo (The New York Times, 2011)."Stores Demand Mannequins With Personality (Heads Optional)," by Stephanie Clifford (The New York Times, 2011)."Body Design, Variable Realisms: The Case of Female Fashion Mannequins," by Sara K. Schneider (Design Issues, 1997).

Incarcerated people grow crops, fight wildfires, and manufacture everything from motor oil to prescription glasses — often for pennies per hour. Zachary Crockett reports from North Carolina.SOURCES:Laura Appleman, professor of law at Willamette University.Christopher Barnes, inmate at the Franklin Correctional Center.Lee Blackman, general manager at Correction Enterprises.Brian Scott, ex-inmate, former worker at the Correction Enterprises printing plant.Louis Southall, warden of Franklin Correctional Center.RESOURCES:"Prisoners in the U.S. Are Part of a Hidden Workforce Linked to Hundreds of Popular Food Brands," by Robin McDowell and Margie Mason (AP News, 2024)."Ex-Prisoners Face Headwinds as Job Seekers, Even as Openings Abound," by Talmon Joseph Smith (The New York Times, 2023)."Captive Labor: Exploitation of Incarcerated Workers," by the American Civil Liberties Union and the University of Chicago Law School Global Human Rights Clinic (2022)."Bloody Lucre: Carceral Labor and Prison Profit," by Laura Appleman (Wisconsin Law Review, 2022)."Prison Labor Is on the Frontlines of the COVID-19 Pandemic," by Eliyahu Kamisher (The Appeal, 2020).Correction Enterprises.EXTRAS:"Can Data Keep People Out of Prison?" by People I (Mostly) Admire (2023).

It takes millions of giant green placards to make America navigable. Where do they come from — and who pays the bill? Zachary Crockett takes the exit.  SOURCES:Lee Blackman, general manager at Correction Enterprises.Gene Hawkins, senior principal engineer at Kittelson and professor emeritus of civil engineering at Texas A&M University.Renee Roach, state signing and delineation engineer for the North Carolina Department of Transportation. RESOURCES:"Manual on Uniform Traffic Control Devices for Streets and Highways, 11th Edition," by the U.S. Department of Transportation Federal Highway Administration (2023)."Who Picks the Businesses on Highway Exit Signs?" by Janet Nguyen (Marketplace, 2022)."The Road to Clarity," by Joshua Yaffa (The New York Times Magazine, 2007). EXTRAS:"Do People Pay Attention to Signs?" by No Stupid Questions (2022).

When a zoo needs an elephant, or finds itself with three surplus penguins, it doesn’t buy or sell the animals — it asks around. Zachary Crockett rattles the cages. SOURCES:Hollie Colahan, deputy director of the Birmingham Zoo and chair of the AZA's Animal Population Management Committee.Dwight Lawson, executive director and C.E.O. of the Oklahoma City Zoo. RESOURCES:"Oklahoma City Zoo Announces Near-Total Redesign in 2024 Master Plan," by Sam Royka (The Oklahoman, 2024)."Panda Diplomacy: What China’s Decision to Send Bears to the US Reveals About Its Economy," by Chee Meng Tan (The Conversation, 2024)."Oklahoma City Zoological Trust Financial Statements," (2023)."Modern Zoos Are Not Worth the Moral Cost," by Emma Marris (The New York Times, 2021)."The Tiger King of the 19th Century," by Betsy Golden Kellem (Slate, 2020).Animal Population Management Committee of the Association of Zoos and Aquariums.

Tow-truck drivers: roadside rescuers or car confiscators? Zachary Crockett gets hooked. SOURCES:Bill Giorgis, president of Mike’s Wrecker Service.Max Karimi, co-owner of H&M Roadside.Teresa Murray, director of the Consumer Watchdog Program at U.S. Public Interest Research Group. RESOURCES:"Getting Off the Hook of a Predatory Tow - Part II," by Jacob van Cleef and Teresa Murray (U.S. PIRG Education Fund, 2022)."Getting Off the Hook of a Predatory Tow," by Grace Brombach (U.S. PIRG Education Fund, 2021)."Beware of Car Towing Companies That Patrol Private Parking Lots," by Ann Carrns (The New York Times, 2021)."After a Wave of Injuries, Tow Truck Drivers Want Us All to Slow Down," by Kristian Foden-Vencil (Oregon Public Broadcasting, 2021)."AAA’s Grip Forcing West Coast Tow Companies Out of Business, Owners Say," by Annie Sciacca (East Bay Times, 2016).r/Hookit.

Why are these 300-year-old instruments still coveted by violinists today? And how do working musicians get their hands on multimillion-dollar antiques? Zachary Crockett is not fiddling around. SOURCES:Frank Almond, professional violinist.Ziv Arazi, co-owner of Rare Violins of New York.Bruno Price, co-owner of Rare Violins of New York. RESOURCES:"When It Comes to String Instruments, Stradivariuses Are Still Pitch Perfect," by Ted Scheinman (Smithsonian Magazine, 2022)."Study Confirms Superior Sound of Stradivari Is Due to How Wood Was Treated," by Jennifer Ouellette (Ars Technica, 2021)."The Case of the Stolen Stradivarius," (FBI News, 2015)."A High-Strung Market," by E. H. B. (The Economist, 2013)."Violins For Music — And Investment Returns," by Michael S. Fischer (Financial Advisor, 2013)."Stradivarius Fetches Record $16 Million in Charity Sale," (Reuters, 2011). EXTRA:A Violin's Life, album series by Frank Almond (2013).

Casinos think they can stop skilled gamblers from eking out a tiny edge at blackjack. Is that a losing bet? Zachary Crockett doubles down. SOURCES:"Ben," former professional card counter.Bill Zender, co-founder of Bill Zender and Associates casino consulting firm. RESOURCES:"Blackjack Player Sues Ameristar Casino, City of Black Hawk Over Alleged Detainment for Card Counting," by Megan Ulu-Lani Boyanton (The Denver Post, 2023)."Why Does the House Always Win? A Look at Casino Profitability," by J. B. Maverick (Investopedia, 2023)."Counting the Cost," by Bill Zender (GGB News, 2022)."Nevada Supreme Court Orders Casino To Pay Card Counter," by I. Nelson Rose (Gambling and the Law, 2017)."Counting Cards Is Legal, But ..." by Mark Pilarski (Detroit Free Press, 2016)."Card Counter Sues Planet Hollywood Over Detention, Confiscated Casino Chips," by Carri Geer Thevenot (Las Vegas Review-Journal, 2015)."Real People Behind Story of '21' Discuss Film's Facts," by Ed Symkus (The State Journal-Register, 2008).Blackbelt in Blackjack: Playing 21 as a Martial Art, by Arnold Snyder (1997). EXTRAS:"How to Make Your Own Luck," by Freakonomics Radio (2020)."The Economics of Sports Gambling (Replay)," by Freakonomics Radio (2020)."Could the Next Brooklyn Be … Las Vegas?!" by Freakonomics Radio (2015).21, film by Robert Luketic (2008).

Making money in the stock image business requires a sharp eye for trends, a very specific type of model, and a race against A.I. Zachary Crockett takes his shot. SOURCE:Yuri Arcurs, C.E.O. and founder of PeopleImages. RESOURCES:"The Last Stock Photographers Await Their Fate Under Generative A.I.," by Katie Deighton (The Wall Street Journal, 2024)."The Impressive 100-Year History of Stock Photography: From Analog to A.I.," by Ivanna Attié (Stock Photo Secrets, 2024)."How Much Can You Make Selling Stock Photos? — It’s Not as Profitable as it Used to Be," by Matic Broz (Photutorial, 2024)."Confessions of a Stock Photography Model," by Andrew Kimler (Vox, 2016).

How does a fresh tuna get from Japan to Nebraska before it goes bad? And how does its journey show up in the price of your spicy tuna rolls? Zachary Crockett gets schooled. SOURCES:Sasha Issenberg, journalist and author.David Utterback, owner of Yoshitomo and Ota sushi restaurants.Nobu Yamanashi, president of Yama Seafood. RESOURCES:"Wild or Farmed? Pacific or Atlantic? Here’s What to Know About Bluefin Tuna," by Jean Trinh (Los Angeles Times, 2023)."The Untold Story of Sushi in America," by Daniel Fromson (The New York Times Magazine, 2021)."The Intricacies of Tuna Grading," (Luke's Lobster Blog, 2020)."Sushinomics: How Bluefin Tuna Became a Million-Dollar Fish," by Svati Kirsten Narula (The Atlantic, 2014).The Sushi Economy: Globalization and the Making of a Modern Delicacy, by Sasha Issenberg (2007).Yoshitomo. EXTRAS:"Is the Future of Farming in the Ocean?" by Freakonomics Radio (2021).

Why do millions of people pay to have one of the world’s deadliest toxins injected into their faces? Zachary Crockett looks surprised. SOURCES:Dana Berkowitz, sociologist and author.Jean Carruthers, pioneer of cosmetic Botox, clinical professor of ophthalmology at the University of British Columbia, and owner of Carruthers Cosmetic.Steven Williams, president of the American Society of Plastic Surgeons and owner of Tri Valley Plastic Surgery. RESOURCES:"Botox Is More Affordable Than Ever. Is That A Good Thing?" by Krista Bennett DeMaio (Women's Health, 2024)."Early Development History of Botox (onabotulinumtoxinA)," by Alan B. Scott, Dennis Honeychurch, and Mitchell F. Brin (Medicine, 2023)."How Barely-There Botox Became the Norm," by Jessica Schiffer (The New York Times, 2021).Botox Nation: Changing the Face of America, by Dana Berkowitz (2017)."Billions and Billions for Botox," by Vauhini Vara (The New Yorker, 2014)."Botox is Destroying Hollywood Acting," by Johann Hari (HuffPost, 2011)."The Botox Boom," by David Noonan (Newsweek, 2002).

Almost everyone who buys a home spends thousands of dollars on title insurance. Most of them don’t understand it, and almost none of them use it. So why does it exist? Zachary Crockett closes the deal. SOURCES:Christy Bieber, personal finance writer.Laurie Goodman, institute fellow at the Urban Institute Housing Finance Policy Center.Kathy Kwak, chief operating officer of Proper Title. RESOURCES:"Remarks of President Joe Biden — State of the Union Address As Prepared for Delivery," (The White House Briefing Room, 2024)."Fannie Mae Expands Use Of Attorney Opinion Letters (AOLs) As Title Insurance Alternatives," by Christine Stuart (National Mortgage Professional, 2023)."U.S. Private Auto Insurers Break Premium, Loss Ratio Records in Q1," by Kris Elaine Figuracion and Tyler Hammel (S&P Global, 2023). EXTRA:"'Insurance Is Sexy.' Discuss," by Freakonomics Radio (2023).

It takes fungi-sniffing dogs, back-room deals, and a guy named “The Kingpin” for the world’s most coveted morsel to end up on your plate. Zachary Crockett picks up the scent. SOURCES:Jason McKinney, co-founder and C.E.O. of Truffle Shuffle.Besart Morina, truffle dealer. RESOURCES:"Dogs Pay the Price in Italian Truffle War," by Margherita Stancati (The Wall Street Journal, 2022)."How Truffles Took Root Around the World," by Federico Kukso (Smithsonian Magazine, 2022)."Has the American-Grown Truffle Finally Broken Through?" by Rowan Jacobsen (Smithsonian Magazine, 2021)."Sonoma County Farm Strikes Black Truffle Gold After 9 Years of Waiting," by Jenn Harris (Los Angeles Times, 2021)."In Nicolas Cage’s ‘Pig,’ How Much Is the Truffle Hog Worth Anyway?" by Victoria Petersen (The New York Times, 2021)."Predicted Climate Change Will Increase the Truffle Cultivation Potential in Central Europe," by Tomáš Čejka, Miroslav Trnka, Paul J. Krusic, Ulrich Stobbe, Daniel Oliach, Tomáš Václavík, Willy Tegel, and Ulf Büntgen (Nature Scientific Reports, 2020)."Inside the Exceptionally Shady World of Truffle Fraud," by Ryan Jacobs (Eater, 2019)."Truffle Thieves Face Paramilitary Threat," by Kim Willsher (The Guardian, 2012)."The Hidden Life of Truffles," by James M. Trappe and Andrew W. Claridge (Scientific American, 2010)."Cultivation of Black Truffle to Promote Reforestation and Land-Usestability," by José Antonio Bonet, Christine R. Fischer, and Carlos Colinas (Agronomy for Sustainable Development, 2006).

Once considered noble and heroic, pigeons are now viewed as an urban nuisance — one that costs cities millions of dollars a year. Zachary Crockett tosses some crumbs. SOURCES:Andrew Blechman, journalist and author.David Champagne, owner of Bird Busters, Inc. RESOURCES:"Racing Pigeon Sells For A Record-Breaking $1.9 Million At Auction," by Carlie Porterfield (Forbes, 2020)."Feathers of Honor: U.S. Army Signal Corps Pigeon Service in World War I, 1917–1918," by Frank A. Blazich Jr. (Army History, 2020)."Pigeon Wars," by Jon Mooallem (The New York Times, 2006).Pigeons: The Fascinating Saga of the World's Most Revered and Reviled Bird, by Andrew Blechman (2004)."Pigeons Have Magnets," by Charles Walcott, James L. Gould, and J. L. Kirschvink (Science, 1979)."The Pigeon as a Quality-Control Inspector," by Thom Verhave (American Psychologist, 1966). EXTRAS:"Freakonomics Radio Live: 'Jesus Could Have Been a Pigeon,'" by Freakonomics Radio (2018).

How do criminals turn their ill-gotten gains into taxable income? And how does law enforcement stop them? Zachary Crockett follows the money. SOURCES:Patrick McKenzie, fraud prevention expert and strategic advisor at Stripe.Kerry Myers, associate professor of instruction at the University of South Florida and former F.B.I. special agent. RESOURCES:"National Assessments of Money Laundering Risks: Stumbling at the Start," by Joras Ferwerda and Peter Reuter (Risk Analysis, 2024)."Hacker 'Washes' $25M in Stolen Crypto Through Magic: The Gathering Card Scheme," by Oliver Dale (Blockonomi, 2023)."Money Spending or Money Laundering: The Fine Line between Legal and Illegal Financial Transactions," by Matthew R. Auten (Pace Law Review, 2013)."HSBC to Pay $1.9bn in US Money Laundering Penalties" (BBC News, 2012)."How a Big US Bank Laundered Billions From Mexico's Murderous Drug Gangs," by Ed Vulliamy (The Guardian, 2011). EXTRAS:"Why Does One Tiny State Set the Rules for Everyone?" by Freakonomics Radio (2023)."Kafkaesque," S3.E9 of Breaking Bad (2010).

Thanks to online booking platforms, the way we make reservations has changed — but a table at a hot restaurant on a Friday night is still a valuable commodity. Zachary Crockett books a four-top for 7 p.m. SOURCES:Lisa Blount, director of marketing and public relations at Antoine’s Restaurant.Adam Iscoe, writer. RESOURCES:"Why You Can’t Get a Restaurant Reservation," by Adam Iscoe (The New Yorker, 2024)."New York Passes Bill to Make the Restaurant Reservation Black Market Illegal," by Emma Orlow (Eater, 2024)."When Canceling Your Reservation Costs as Much as Dinner," by T.M. Brown (The New York Times, 2024)."65% Of Diners Go Directly To A Restaurant’s Website To Book A Reservation," by Tessa Zuluaga (Toast, 2024)."No-Show Diners by the Numbers," by OpenTable (2021)."Selling Reservations Democratizes the Dining Experience," by Tyler Cowen (The New York Times, 2015).Antoine's Restaurant. EXTRAS:"Why You Shouldn’t Open a Restaurant," by Freakonomics Radio (2018).