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SBD/February 14, 2012/Marketing and Sponsorship
SI Projecting 8% Increase In Ad Revenue For Swimsuit Properties This Year
Published February 14, 2012
UPTON GIRL: Kate Upton will appear on the cover of this year's SI Swimsuit Issue, which was revealed on last night’s edition of CBS’ “Late Show.” The show had a camera outside filming a large billboard on Broadway that featured the next cover model but was covered by a large tarp with “Late Show with David Letterman” emblazoned on it. Host David Letterman asked a show staffer midway through the broadcast, “Why do have to wait until later? Why can’t we just do it now?” The staffer responded, “The girls aren’t ready.” Laughing, Letterman replied, “Well, the minute the girls are ready someone please let me know.” As the 10 models who read the “Top Ten” list were sitting in the Green Room, Letterman spoke with them and said, “It’s nights like this I wish we had a ‘Top Twenty.’” Letterman asked the girls, “When the winner is announced, will you all act like you’re happy but really be steamed? Will you do me a favor? When we announce the winner, will the other nine of you storm out? Turn over the furniture … (and) wreck the place” (“Late Show,” CBS, 2/13).