SHREWD MOVE: People Magazine to Drop Photos of Brangelina's Twins On Monday – Should Rest of the Category Take the Week off?

If history is an indicator, this issue will go through the roof. For example, the J. Lo twins’ issue sold more than two million copies on the newsstand according to reports.

With People Magazine releasing the photos of Brad & Angelina’s twins on Monday, this is good and bad news for the rest of the category.

On the positive side, if you’re editing one of the other weeklies, at least you know what your up against this week. I expect many over-the-top, creative covers this week. Expect some new topics on the covers as the weeklies try to experiment with unusual subjects figuring that this would be the week to do so.

Plus, many consumers will be driven to the newsstand, which is always a positive. The other magazines can enjoy a wave of new buyers, who buy People plus one.

On the negative side, it’s possible that consumers will decide to simply buy People this week and pass on the rest.