Will Time's Breastfeeding Cover Be Bad For Business?

May 11, 2012

It’s safe to say the folks at Time magazine weren’t caught unawares by the controversy already boiling up around their latest cover, which features an attractive 26-year-old mother breastfeeding her almost-four-year-old son.

It was a taste of that controversy that convinced Rick Stengel, Time’s managing editor, that the story deserved to be on the cover.

“To me, the whole point of a magazine cover is to get your attention,” Stengel said Thursday morning. “From the moment that we started talking about this story as a cover possibility, it was like I couldn’t get out of the meetings.
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