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Archive for November 2008

Negotiating Coverage

Quoted from http://www.iht.com/bin/printfriendly.php?id=18023525:

Angelina Jolie’s carefully orchestrated image - Print Version - International Herald Tribune

Angelina Jolie’s carefully orchestrated image By Brooks Barnes
Friday, November 21, 2008

LOS ANGELES: When Angelina Jolie and Brad Pitt negotiated with People and other celebrity magazines this summer for photos of their newborn twins and an interview, the stars were seeking more than the estimated $14 million they received from the deal. They also wanted a hefty slice of journalistic input a promise that the winning magazine’s coverage would be positive, not merely in that instance but into the future.

According to the deal offered by Jolie, the winning magazine was obliged to offer coverage that would not reflect negatively on her or her family, according to two people with knowledge of the bidding who were granted anonymity because the talks were confidential. The deal also asked for an “editorial plan” providing a road map of the layout, these people say.

The winner was People. The resulting package in its Aug. 18 issue the magazine’s best-selling in seven years was a publicity coup for Jolie, the Oscar winner and former Hollywood eccentric who wore a necklace ornamented with dried blood and talked about her fondness for knives before transforming herself into a philanthropist, United Nations good-will ambassador and devoted mother of six.

In the People interview, there were questions about her and Pitt’s charity work and no use of the word “Brangelina,” the tabloid amalgamation of their names, which irks the couple.

Through a spokeswoman, People magazine, which is owned by Time Inc., released a statement denying that any conditions were placed on coverage. “These claims are categorically false. Like any news organization, People does purchase photos, but the magazine does not determine editorial content based on the demands of outside parties,” the statement said.

While all celebrities seek to manipulate their public images to one degree or another, Jolie acco

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