No Exclusives in Blog World

The people behind PEOPLE magazine found out, once again, that there is really no such thing as an “exclusive” in a world of instant communication.

After winning the very expensive rights to the first photographs of Shiloh Nouvel Jolie-Pitt, the editors at People magazine formed a publicity plan. Appear for an interview with Matt Lauer on the NBC “Today” show. Give the photos to the tabloids, which will run them in full color on their front pages. Then, on Friday, release the pictures in glossy form to the world on newsstands everywhere, for an increased cover price of $3.99.

Instead, days before their official publication, the pictures of Angelina Jolie and Brad Pitt cuddling their days-old infant first appeared on Gawker, PerezHilton.com and about two dozen other gossip blogs and Web sites. Some photos were taken from a bootleg copy of Hello! magazine, which had obtained the rights in Britain to the photos for a reported $3.5 million. Others that appeared later were from copies of People that the magazine says may have been stolen before official distribution. Within an hour of the first postings, lawyers for the magazine began unleashing cease-and-desist letters to the offending Web sites.

But did the Internet publication of the pictures really undermine People’s publicity plan?

Magazine analysts say the blogs may have actually done the magazine a favor by drumming up even more interest that may translate into higher newsstand sales. But the episode does show that it is no longer business as usual for celebrity magazines, as gossip blogs take on an ever-larger role.

Goodness, gossip bloggers steal from one another all the time. We’re sure not going to be shy about posting pics and material from multi-billion dollar conglomerates.

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No Exclusives in Blog World

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