pandas creating a new column based on row values

[zljubisic at gmail.com]

This doesn't work:

import pandas as pd

def myfunc():
    return 'Start_{}_{}_{}_{}_End'.format(df['coverage'], df['name'], df['reports'], df['year'])


data = {'name': ['Jason', 'Molly', 'Tina', 'Jake', 'Amy'],
        'year': [2012, 2012, 2013, 2014, 2014],
        'reports': [4, 24, 31, 2, 3],
        'coverage': [25, 94, 57, 62, 70]}
df = pd.DataFrame(data, index = ['Cochice', 'Pima', 'Santa Cruz', 'Maricopa', 'Yuma'])

print(df)

df['New'] = df.apply(myfunc(), axis=1)

TypeError: ("'str' object is not callable", 'occurred at index Cochice')

Can I somehow generate a new column by concatenating values for the other columns in a row?

Expected result for column 'New' would be:
Start_Jason_2012_4_25_End
Start_Molly_2012_24_94_End
Start_Tina_2013_31_57_End
Start_Jake_2014_2_62_End