Sports Illustrated's 2010 swimsuit edition hit the stands this week and video is a central part of its promotion. For the real die-hards, SI has been hosting a series of videos with the models at its Ustream channel. There's also a collection of videos at the site, though I have to say the video quality is surprisingly mediocre. SI has also included "JAGTAGs" in the print issue. When readers take a picture of the JAGTAG with their phone and send them in via MMS, they receive additional behind-the-scenes videos of the models. I give SI credit, they're really turning the swimsuit edition into a multi-media extravaganza. If (and it's a big if) the iPad sells well, SI will be able to do even more next year. I continue to believe that video gives magazines a whole new editorial and advertising opportunity which some like SI are aggressively pursuing.

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