AFTER years of being fodder for the celebrity press, Britney Spears’s train wreck of a story hit a news high this past Monday when a judge with less tolerance for her antics than the public took away custody, at least temporarily, of her two young sons. The stern ruling lent her saga a dose of poignancy. For all her recent bizarre, unexplainable behavior, Ms. Spears is now a mother in danger of losing permanent custody of her two toddlers, age 2 and 1.But the latest installment also showed that the attention paid to this long-running public drama has become a force of its own — one that sells magazines and music, increases Web traffic and gives obscure characters their minutes of fame.
Who won and who lost in the latest twists of the Britney story?
A Gusher for the Web
When it comes to traffic, “Britney is Old Faithful,” said Harvey Levin, the managing editor of TMZ.com, one of the top gossip Web sites, adding that both page views and unique visitors spike when an item on her appears, though he declined to give exact figures. Since the custody ruling Monday, which was followed by an order that allows Ms. Spears monitored visits every other day, the site has run numerous updates, some as brief as a video of Ms. Spears making a left turn onto the Pacific Coast Highway.
The site heaps ridicule upon Ms. Spears — mimicking her “y’all” in most items that track her comings and goings, including when she checked into a Beverly Hills hotel the day she turned over her children, smiling and causing a paparazzi commotion.
Mr. Levin said interest in Ms. Spears outweighed that of any other celebrity among TMZ’s users. “There are people who love her and there are people who think she’s a train wreck,” he said, “and everybody wonders how it’s going to end.”
Yesterday’s News
TMZ.com and other paparazzi sites like X17online.com have owned the story; certainly they were able to move faster than celebrity magazines. Neither Us Weekly nor People, which arrive on newsstands Wednesday and Thursday, gave over its cover this week to the Spears story, citing the saturation of news already available.
But a competitor in the crowded celebrity glossy field, OK!, did play the story big on the cover (with the headline “Goodbye Mommy”), in no small part because of the fond memory of a summer cover, “Britney’s Meltdown,” which was OK!’s best-selling issue ever, at 1.2 million copies (compared with recent average sales of about 930,000), the magazine’s representatives said.
No. 3 With a Bullet
Staying in the public eye, even scandalously, has generated a high amount of interest in Ms. Spears’s artistic comeback. Despite her lethargic performance at the MTV Video Music Awards last month, derided by critics and viewers, her single “Gimme More” is selling strongly. It has been the No. 1 singles download on iTunes and sold more than 179,000 copies in its first week on sale on digital services. Largely as a result of those sales, the song pole-vaulted from No. 68 to No. 3 in the week ending Sunday, Sept. 30, on Billboard’s Hot 100 chart, which tracks sales, radio airplay and other types of demand.
Ms. Spears's record company released a video of "Gimme More'' on Friday, which quickly moved into the top five downloads on iTunes.
Is controversy good for sales? Geoff Mayfield, Billboard’s director of charts, said the strong sales of “Gimme More” reflected pent-up demand since the single only recently became available after weeks of radio play. He and others in the music industry said it remained to be seen how all the attention Ms. Spears is getting for her personal life will affect sales of the album, which, they noted, must appeal musically if it is to sell well.
But one way her personal troubles are undermining a comeback is the time they take away from her ability to promote her music. “Without a doubt, her personal life has prevented her from keeping the focus on the video, the song and everything that should accompany the release of a worldwide superstar’s record,” Jeff Rabhan said.
Michael Pagnotta, a music manager and publicist who most recently represented the Olsen twins, said Ms. Spears, who has hired and fired numerous publicists, managers and lawyers, risks irreversible damage to her career. “There’s a tipping point and she’s close to it,” he said. “Michael Jackson found this out.”
Sympathy for Ex-Devil
Kevin Federline, Ms. Spears’s former husband, who at one point was one of her backup dancers, was the subject not long ago of much derision for his own questionable behavior.
AFTER years of being fodder for the celebrity press, Britney Spears’s train wreck of a story hit a news high this past Monday when a judge with less tolerance for her antics than the public took away custody, at least temporarily, of her two young sons. The stern ruling lent her saga a dose of poignancy. For all her recent bizarre, unexplainable behavior, Ms. Spears is now a mother in danger of losing permanent custody of her two toddlers, age 2 and 1.
But the latest installment also showed that the attention paid to this long-running public drama has become a force of its own — one that sells magazines and music, increases Web traffic and gives obscure characters their minutes of fame.
Who won and who lost in the latest twists of the Britney story?
A Gusher for the Web
When it comes to traffic, “Britney is Old Faithful,” said Harvey Levin, the managing editor of TMZ.com, one of the top gossip Web sites, adding that both page views and unique visitors spike when an item on her appears, though he declined to give exact figures. Since the custody ruling Monday, which was followed by an order that allows Ms. Spears monitored visits every other day, the site has run numerous updates, some as brief as a video of Ms. Spears making a left turn onto the Pacific Coast Highway.
The site heaps ridicule upon Ms. Spears — mimicking her “y’all” in most items that track her comings and goings, including when she checked into a Beverly Hills hotel the day she turned over her children, smiling and causing a paparazzi commotion.
Mr. Levin said interest in Ms. Spears outweighed that of any other celebrity among TMZ’s users. “There are people who love her and there are people who think she’s a train wreck,” he said, “and everybody wonders how it’s going to end.”
Yesterday’s News
TMZ.com and other paparazzi sites like X17online.com have owned the story; certainly they were able to move faster than celebrity magazines. Neither Us Weekly nor People, which arrive on newsstands Wednesday and Thursday, gave over its cover this week to the Spears story, citing the saturation of news already available.
But a competitor in the crowded celebrity glossy field, OK!, did play the story big on the cover (with the headline “Goodbye Mommy”), in no small part because of the fond memory of a summer cover, “Britney’s Meltdown,” which was OK!’s best-selling issue ever, at 1.2 million copies (compared with recent average sales of about 930,000), the magazine’s representatives said.
No. 3 With a Bullet
Staying in the public eye, even scandalously, has generated a high amount of interest in Ms. Spears’s artistic comeback. Despite her lethargic performance at the MTV Video Music Awards last month, derided by critics and viewers, her single “Gimme More” is selling strongly. It has been the No. 1 singles download on iTunes and sold more than 179,000 copies in its first week on sale on digital services. Largely as a result of those sales, the song pole-vaulted from No. 68 to No. 3 in the week ending Sunday, Sept. 30, on Billboard’s Hot 100 chart, which tracks sales, radio airplay and other types of demand.
Ms. Spears's record company released a video of "Gimme More'' on Friday, which quickly moved into the top five downloads on iTunes.
Is controversy good for sales? Geoff Mayfield, Billboard’s director of charts, said the strong sales of “Gimme More” reflected pent-up demand since the single only recently became available after weeks of radio play. He and others in the music industry said it remained to be seen how all the attention Ms. Spears is getting for her personal life will affect sales of the album, which, they noted, must appeal musically if it is to sell well.
But one way her personal troubles are undermining a comeback is the time they take away from her ability to promote her music. “Without a doubt, her personal life has prevented her from keeping the focus on the video, the song and everything that should accompany the release of a worldwide superstar’s record,” Jeff Rabhan said.
Michael Pagnotta, a music manager and publicist who most recently represented the Olsen twins, said Ms. Spears, who has hired and fired numerous publicists, managers and lawyers, risks irreversible damage to her career. “There’s a tipping point and she’s close to it,” he said. “Michael Jackson found this out.”
Sympathy for Ex-Devil
Kevin Federline, Ms. Spears’s former husband, who at one point was one of her backup dancers, was the subject not long ago of much derision for his own questionable behavior.
After the judge in the custody case declared Ms. Spears a habitual user of drugs and alcohol and ordered regular testing, Mr. Federline is looking like the responsible parent. Some instant polls on the Web show that many people favor him for full custody.
Right after Ms. Spears’s MTV appearance, Chris Crocker, a fan (above right), made a two-minute video for YouTube in which he rails against Ms. Spears’s detractors while sobbing. The “Leave Britney Alone!” video has become one of the site’s most viewed entries of all time, with more than 10.8 million viewers, and Mr. Crocker is making appearances on national talk shows.
A former bodyguard, Tony Barretto, who worked for Ms. Spears from March to May, hired the media-savvy lawyer Gloria Allred to inject himself into the custody case (and onto television news shows), by reporting that he had seen Ms. Spears snorting cocaine at a nightclub and driving unsafely with the kids, among other transgressions. On Wednesday, Mr. Barretto met with officials from the Department of Children and Family Services for about two hours and asked for an investigation of Ms. Spears’s behavior.
Ms. Allred said her client, the father of two young children, was motivated by concern over the well-being of Ms. Spears’ children, not personal gain.
The New Social Workers?
It appears that the 24/7 coverage of Ms. Spears worked to her disadvantage in recent days. TMZ says lawyers for Mr. Federline subpoenaed one of its videos showing the pop star driving with her children last weekend without a valid license, in direct violation of an order by the judge presiding over the custody case.
Janice Min, editor in chief of US Weekly, said, “I’m not sure that the change in custody would have occurred so quickly had the press not actually been so closely following her role as a mother.”
Mr. Levin of TMZ said Ms. Spears needed “a wake-up call.”
“It’s not a frivolous story anymore,” he said. “This is a woman who loves her kids who doesn’t have her kids. It’s now taken tragic elements.”
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