Spokesman John Calvelli says, "Nothing says forever like a cockroach.''
The Wildlife Conservation Society, which runs the zoo, is raising funds by offering the public the chance to supply names for its thousands of Madagascar hissing roaches. In return for each name, it's asking for a $10 donation.
Calvelli says about 1,000 names were bought in the first day of the promotion. Recipients get a certificate.
The zoo says naming a roach will honor a sweetheart's resourcefulness and resiliency.
As the zoo puts it. "Flowers wilt. Chocolates melt. Roaches are forever.''