Upton has a ways to go before she is earning along with the likes of Bundchen but a second Sport Illustrated cover is a good start.

FORBES: Will A Second Sports Illustrated Cover Put Kate Upton In The Ranks Of Modelling Elites?

The move comes as a competitive step against Time Warner, which has moved to offer subscriptions to its magazines like Sport Illustrated and People on connected devices.

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"The Bidwills have somehow made the number one sport in America about as popular in the Arizona desert as down ski parkas, " a writer for Sports Illustrated observed in 2005.

FORBES: Magazine Article