Breaking the Billboard Magazine Mold: The Barbra Streisand, Michael Jackson, and Julio Iglesias Super Specials

ABSTRACT Battling an economic recession, Billboard—one of the world’s oldest trade publications—dramatically altered its cover appearance in three super special issues. The smashing success of “The Legend of Barbra Streisand” issue brought needed revenue and a synergistic marketing relationship between Billboard and Streisand’s movie Yentl and its soundtrack. Two more super specials followed: “The Saga of Michael Jackson” and “The World of Julio Iglesias.” Jackson approved editorial content, timed with the Victory Tour. Iglesias’s issue released with his new album and tour. These issues were a financial boon for Billboard, with advertorial content and a controversial “selling” of the cover. Billboard crossed from trade to celebrity consumer publication and transformed the magazine into a new, glossier product with trade and consumer appeal. This study examines Billboard's transformation for survival when consolidation, new media technologies, and celebrity culture influences threatened the magazine industry.