SBD/February 11, 2013/Media

SI Investigating Why Swimsuit Cover Was Leaked Friday On Fashion Blog

Kate Upton's appearance on the cover was not supposed to be revealed until tonight
Sports Illustrated said that it is “looking into how the coveted image of its annual Swimsuit Issue was leaked before it was to be revealed” tonight on CBS' “Late Show with David Letterman," according to Lucia Moses of ADWEEK. In an “apparent first for the magazine's franchise special issue," the blog Fashion Copious "leaked the cover image of Kate Upton” late Friday. Despite all the “hype that surrounds the Swimsuit cover reveal," a Time Inc. rep "batted away any suggestion that the leak will steal the magazine's thunder.” The issue hits newsstands tomorrow (ADWEEK.com, 2/10). Letterman “has had an exclusive deal with SI for six years now to be the first to show the cover.” There was “no word yesterday on whether the leak will cause any last-minute changes” (N.Y. POST, 2/11).

STRONG REVENUE: SPORTSBUSINESS JOURNAL’s Eric Fisher reports “resurgent print media sales are fueling growth" of SI’s Swimsuit franchise, which company execs are projecting at 6% to 8% this year. SI sold 102 ad pages for the '13 Swimsuit edition, "up 20 from last year and its largest total since 2008.” Time Sports Group President Mark Ford said, “We’re definitely seeing a real lift in print. It’s almost something of a return to a more traditional media mix.” This year’s edition “overall will contain 224 pages, up 13 from a year ago.” SI amid growth in the print Swimsuit business “continues to aggressively push the franchise into new areas” (SPORTSBUSINESS JOURNAL, 2/11 issue).

ROCKING THE WEAR: In N.Y., Tanzina Vega wrote this year’s Swimsuit issue “has a surprising new feature: a small style guide geared toward the issue’s legions of female readers.” The guide includes “six pages of content from Sports Illustrated and six pages of Target ads.” Titled “Secrets of Swimsuit,” the guide will include “information on swimsuit trends and advice on how mere mortals, not supermodels, can achieve that sexy beach look.” SI Swimsuit Editor M.J. Day said that the tips were “meant to help women recreate the looks they see in the issue” (NYTIMES.com, 2/10).
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