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Sports Illustrated On Leaked Upton Cover

Entertainment Weekly:

Three days after its 2013 Swimsuit Issue cover image leaked online and one day before they planned to unveil it to the world, Sports Illustrated is investigating where the breach occurred that allowed the blog Fashion Copious and other websites to post the alluring image of Kate Upton — SI’s defending swimsuit champ — modeling in Antarctica.

“Instantly, we began to assess the situation and its implications,” says a spokesperson for SI, which like Entertainment Weekly, is a Time Inc. publication. “We are looking into all of our options.”

Of course, the damage is already done — though damage might be the wrong word. In fact, the premature disclosure may have inadvertently boosted this year’s edition of the iconic issue. “The enthusiasm and intrigue behind the leak has only added to the frenzy in anticipation for the swimsuit launch,” suggests SI’s spokesperson.

The leaked image originated on bellazon.com, as far as I can tell. It then made its way onto The Fashion Spot (tFS), where I picked it up (in my rush I forgot to link to them—a mistake on my part). From here it was linked to [FC] by the Huffington Post (& NY Magazine). Less than an hour later I spoke to TMZ, and Forbes, to whom I provided the tFS link, and who picked it up. Etc..etc..

From what i'm reading above SI was originally planning to unveil it on the David Letterman show tonight, but with the above taking place, they opted to go along, and tweeted the cover that night (Friday). Smart decision as it seems to have worked in their favor. Maybe a lesson SI is learning that Apple learned long ago: leaks could be a blessing in the Internet age. No longer does the archaic TV rule. There is no re-blogging, re-tweeting, LIKEing, forwarding, on TV [Radio, & Print].