The Spears Family
In 2006 was Brangelina. But 2007 belonged to Britney and Jamie Lynn.
Thatâ€™s 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 â€śBritney Effectâ€ť conducted by Portfolio, putting Spears on the cover of a celebrity tabloid equates, on average, to 1.28 million single copy salesâ€”and $360 million in combined newsstand revenue for those magazines. Thereâ€™s no doubt Spearsâ€™ trainwreck of a year helped prop up the celebrity categoryâ€”just 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!â€”which represent 27 percent of industry sales revenueâ€”experienced a rise in unit sales of 0.8 percent, and an 11.4 percent increase in revenue.
But it wasnâ€™t 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-Spearsâ€”Britneyâ€™s 16-year-old sisterâ€”was pregnant. The cover story propelled the magazine to sell more than a million copies for the first timeâ€”and sent its Web siteâ€™s servers into emergency traffic crush mode. (Smartly, People.com bought â€śOK magazineâ€ť as a Google keyword the day the Spears story broke, displaying a link under search results that read â€śJAMIE SPEARS PREGNANT.â€ť)
Even non-celebrititles arenâ€™t immune to Britney. Portfolio ran â€śInside the Britney Industrial Complexâ€ť in February. Blender photoshopped Ms. Spearsâ€™ head onto an unsuspecting modelâ€™s body for its March cover. And the 150-year-old Atlanticâ€”yes that Atlanticâ€”drew 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!â€™s Jamie Lynn scoop sent the magazine over the million mark for the first time.