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Sports Illustrated Swimsuit Documentary Airing Next Month

Tuesday, 12 Jan 2010 | 9:56 AM ET
Sports Illustrated

A couple months ago, when I was dreaming up ideas for my next CNBC documentary, I came up with the idea of doing something on the Sports Illustrated Swimsuit Issue.

It’s an incredible icon in the sports business world that has been going for 47 years. It has turned Cheryl Tiegs, Carol Alt, Christie Brinkley and Kathy Ireland into household names.

And it is plenty profitable.

The Swimsuit Issue makes up 7 percent of the magazine’s overall revenue and the franchise has generated more than $1 billion in sales for its parent company Time Inc .

And it’s not only for men to read. About 35 percent of SI Swimsuit’s readers are women, many of whom use it as a shopping guide. Thanks to appearances in Sports Illustrated, swimsuit designers like Lisa Curran have seen their company fortunes rise.

Over the next couple weeks, I’ll have some more details on our show, but figured I’d get it out there. “Business Model” first airs at 9 & 10 p.m. ET on Feb. 9. And yes, it's in HD.

Questions? Comments? SportsBiz@cnbc.com

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