The swimsuit issue accounts for 11% of "Sports" Illustrated's annual revenue, an SI honcho said on Bloomberg last night. We assume he meant ad revenue, although it's possible he was referring to the whole kit and kaboodle.

If we assume 50 yearly issues, each issue represents about 2% of available annual ad inventory. Which means the swimsuit issue is 5X as profitable as the sports the magazine covers in the other 49 issues.

May we suggest a change of editorial focus for these trying times?

Meanwhile, don't go looking for your copy in Walmart. Some distributor is demanding an extra 7 cents a copy, and Time Inc. is telling it to pound sand.

See Also: US Paralyzed By Fear That Walmart Won't Have SI Swimsuit Issue