The Spears Family
In 2006 was Brangelina. But 2007 belonged to Britney and Jamie Lynn.
Thatâs how many times Britney Spears appeared on the cover of People, Us Weekly, In Touch, Life & Style, OK! or Star magazine between January and July of 2007. And with good reason. According to a quasi-scientific study on the âBritney Effectâ conducted by Portfolio, putting Spears on the cover of a celebrity tabloid equates, on average, to 1.28 million single copy salesâand $360 million in combined newsstand revenue for those magazines. Thereâs no doubt Spearsâ trainwreck of a year helped prop up the celebrity categoryâjust as some onlookers were beginning to think the public would become exhausted with the Brangelina-fueled market.
In the second half of 2007, People, US, In Touch, Star, Life & Style and OK!âwhich represent 27 percent of industry sales revenueâexperienced a rise in unit sales of 0.8 percent, and an 11.4 percent increase in revenue.
But it wasnât just Britney. OK! found out just how lucrative the entire Spears clan can be, when it was handed, perhaps, the celebrity scoop of the year: Jamie Lynn-SpearsâBritneyâs 16-year-old sisterâwas pregnant. The cover story propelled the magazine to sell more than a million copies for the first timeâand sent its Web siteâs servers into emergency traffic crush mode. (Smartly, People.com bought âOK magazineâ as a Google keyword the day the Spears story broke, displaying a link under search results that read âJAMIE SPEARS PREGNANT.â)
Even non-celebrititles arenât immune to Britney. Portfolio ran âInside the Britney Industrial Complexâ in February. Blender photoshopped Ms. Spearsâ head onto an unsuspecting modelâs body for its March cover. And the 150-year-old Atlanticâyes that Atlanticâdrew the ire of many subscribers for putting Spears on the cover of its April issue.
VITAL STATS: A Britney tabloid cover, on average, equals 1.28 million in newsstand sales; OK!âs Jamie Lynn scoop sent the magazine over the million mark for the first time.