Eastman and Laird's "Teenage Mutant Ninja Turtles" premiered in May 1984, at a comic book convention held at a local Sheraton Hotel in Portsmouth, New Hampshire. It was published by Mirage Studios in an oversized magazine-style format using black and white artwork on cheap newsprint, limited to a print run of 3,250 copies. Through a clever media kit that included a press release in "The Comics Journal" #89 and a full-page ad placed in "Comic Buyer's Guide #547", the public's interest was piqued and thus began the Turtle phenomenon. The small print runs made these early comics and trade magazines instant collector items, and within months, they were trading for over 50 times their cover price. The name "Mirage Studios" was chosen because of Eastman and Laird's lack of a professional art studio at the start of their career, before their creation made them both multimillionaires.