SI Offering Virtual Reality Swimsuit Content With Hope Of Generating Additional Revenue

SI yesterday released its annual swimsuit edition, and the magazine is "bringing readers to its photo shoots courtesy of virtual reality," according to Marco della Cava of USA TODAY. SI's new Swimsuit app "includes 11 VR clips" shot by California-based content creators Wevr "while on location last November" in the Dominican Republic. Consumers "have the option of viewing the VR videos either on their smartphone or on coming high-end units such as Oculus Rift and HTC Vive." SI Creative Dir Chris Hercik said that the publication "aims to roll out more VR content this year" (USA TODAY, 2/16). VARIETY's Todd Spangler noted the swimsuit issue has "two versions: a premium edition that includes a pair of Google Cardboard-based VR googles priced at $9.99; and a regular edition for $7.99." SI is "distributing about 500,000 cardboard viewers in the newsstand copies," and SI subscribers can also "order a pair of cardboard goggles for $2.99." But Hercik noted that the VR content will "work with any Google Cardboard-based headset and mobile device." In addition, the content will be "viewable without any goggles, in a mobile 360-degree experience letting users see all angles of the video." Hercik: "One problem with VR right now is scale." Spangler wrote SI "sees VR as more than just a gimmick: It’s betting that virtual reality will spur swimsuit fans to shell out a few extra bucks" (VARIETY.com, 2/15). SPORTSBUSINESS JOURNAL's Eric Fisher writes SI's push into VR "extends an ongoing, multiyear push to turn the annual Swimsuit issue into a broader, more experiential event." The Swimsuit issue itself "will be 212 total pages, down from 224 last year." SI Group Publisher Brendan Ripp said that ad sales "declined by a single-digit percentage but were countered by growth in event and experiential-based revenue" (SPORTSBUSINESS JOURNAL, 2/15 issue).

GRAND SLAM: TENNIS magazine's Jonathan Scott noted Caroline Wozniacki has landed a spot in the swimsuit issue "for the second straight year," and this time she is "appearing solely in body paint." Wozniacki went through a "taxing, 15-hour body-paint-meets-photo-session." She said, "Coming into the shoot, I thought, ‘Oh, I can lay down and I can just sleep through most of it.' But it turned out that I was standing up for at least five or six hours in the beginning before I got to lay down" (TENNIS.com, 2/15). Wozniacki is "one of several female athletes in the issue." Olympic skier Lindsey Vonn "makes her first appearance," and UFC fighter Ronda Rousey is "on one of the issue’s three covers" (WASHINGTONPOST.com, 2/15).

COVER BAND: SI swimsuit issue cover models Hailey Clauson and Ashley Graham appeared on CBS’ “The Late Show” last night, with host Stephen Colbert congratulating both for being on the cover. He said the swimsuit issue "might be the last magazine people still buy.” Colbert noted 20 million purchase the swimsuit issue, with Graham noting, “We’re going to get a few more million because now you’re seeing such a diverse group of women.” Colbert noted Rousey was not alongside Clauson and Graham "because like the State of the Union, one of you has to be in a secure location while the other two are seen in public." Colbert: "It's like the Vice President has to be in a secure location. Got to keep one of you safe, in case something happens.” He added Rousey is "essentially naked" on the cover, as she is featured in a painted-on bathing suit, while Clauson has “half a bathing suit on” and Graham is wearing a full suit. Colbert: “So between the three covers, there’s only one-and-a-half bathing suits” (“The Late Show,” CBS, 2/16).