Glamour is hoping to cash in on Britney Spears eight times over when it runs her on the cover of its U.S. edition as well as seven overseas spinoffs including those of Russia, Sweden and Greece.
It’s rare for a magazine cover shot to run across its international editions simultaneously. Hachette Filipacchi Media’s Elle, another title with a huge overseas presence, twice featured Madonna, another subject with global appeal, in multiple overseas editions at the same time, while Hearst Magazines’ Seventeen has leveraged stars like Christina Aguilera internationally. More typically, a magazine will hoard its cover photos for 30 days to preserve its exclusivity, though.
But Spears, whose career has been sidetracked by divorce, rehab and public embarrassment, has a lot to gain from the Patrick Demarchelier-shot Glamour covers, which hit stands Dec. 3. It’s a day after the release of her new album, Circus.
Spears’ interview, if not especially earth-shattering, lacked the drama of her earlier experience with Condé Nast sibling pub Allure, where she reportedly stood up her interviewer and acted oddly at the shoot.
“She definitely did not want to talk about her mental health experience of the last couple of years,” Glamour top editor Cindi Leive said. “But she’s pretty open about saying it was a pretty difficult time.”
As for Glamour, it’s hoped the issue will lend a shot in the arm to newsstand sales, which declined 9.2 percent to 685,633 in the first half of 2008 versus the year-ago period.
“We certainly hope she does well in newsstand land,” Leive said. “You want to see a cleaned-up Britney talking about what it look to put her life back together.”