Swimsuit, Inc.: Big Business for Sports Illustrated

Model Kate Upton in a bikini graces SI's swimsuit issue for a second year in a row.
3:00 | 02/11/13

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Transcript for Swimsuit, Inc.: Big Business for Sports Illustrated
Birthday parties -- yearbook photos many a red blooded American can mark the passage of time better. In Sports Illustrated swimsuit editions this is a reason you can remember where you were when it was Cindy on the cover or Cairo or. Kate Upton for a second time and ABC's -- rebel. Investigates. It's that -- you can't stop staring at. Model -- opted sailing. In the chilly Antarctic waters. Wait where's the swimsuit again. This new behind the scenes video shows -- all. In the hard look magazine business this Sports Illustrated swimsuit issue. He's one of the few remaining stars since 1964. It is generated more than a billion dollars for its parent company time -- It's no shock that often is on the cover for the second straight year she's the first to accomplish that. Since Tyra Banks -- -- more than fifteen years ago. The twenty year old so hot that TMZ even found -- in Antarctica. Publishing photos of the shoot more than a month before the cover was revealed. For years the SI swimsuit issue -- stood out in the modeling world for two reasons. -- don't defer to the waves that frequent the runway and they're willing to give the model's names. You know them all Brinkley. Ireland. McPherson. -- in -- -- ready join those names after Sports Illustrated fit her into the 2011. Issue at the last minute. She became an Internet sensation. First this Doug dance at a clippers game. -- is used to pitch later this as daddy video for this coma McCullough. -- Corporate America even got into the act Carl's junior used -- -- when she -- last year's cover. Mercedes-Benz. Used during this year's Super Bowl campaign. To promote its new sad -- in meant to appeal to the younger crowd. 7%. Of sports -- revenue is from the swimsuit issue in the magazine is looking to make it even more profitable. And it's hard to deny opt -- digits. And we're not talking about measurements. Google searches for Upton had risen more than 2000%. Since January of last year. SI looking to piggyback off those numbers by launching a daily blog devoted to the swimsuit models. Sports Illustrated made her a star but her -- fighting the industry mold. -- -- advertising. Gold. Club business model that keeps on giving. I'm Daryn rebel for Nightline in New York.

This transcript has been automatically generated and may not be 100% accurate.

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