Sports Illustrated's annual swimsuit issue has finally lurched into the new millenium, offering new media options for viewing the now legendary supermodels. Fans are now able to purchase uniquely produced videos from iTunes.comfor $1.99 or download content to a cellphone or other hand-held device.

Based on estimates from previous years, newsstand sales of the issue should account for 1.5 million print copies sold, bringing the paid readership of 4.8 million. At $6 a pop, it is a significant revenue generator for the brand and for Time Inc. And knowing as we do, the number of readers who view the magazine without paying for it, it's no wonder that advertisers line up and clamor for valuable space in the now world-famous issue.

The SI swimsuit issue's format is heavily imitated today, with competition coming from a variety of sources and brands. But industry insiders admit that the mystique, the class and the outstandingly beautiful women that Sports Illustrated attracts still give it the upper hand. Really? We just like to read the articles.