Vanity Fair made the announcement this morning. But does this stunt-editing really increase sales? Sure it’s great free marketing for the magazne and for Judd Apatow’s Universal pic This Is 40 coming out December 21st. Because Vanity Fair‘s first ever comedy issue will hit newsstands and mailboxes and online by December 5th. Apatow becomes VF‘s 3rd guest editor since Graydon Carter took over 20 years ago — Bono did the Africa issue in 2007, and Tom Ford the Hollywood Portfolio in 2006 years ago. VF says its comedy issue will “feature a 20-page-plus portfolio featuring a Who’s Who of today’s comedy stars”. Says Apatow: “I proposed the idea of editing a comedy issue. I didn’t think Graydon would say yes, and then I didn’t think it would be that much work. And then I found out I don’t get paid.” Judd tweeted this morning: “Doing it right now. Sarah Silverman is right here!” Meanwhile, Steve Martin used the occasion to tweet a photo he calls “Judd Apatow and I on our third date” (photo right).
Editor-in-Chief Nikki Finke - tip her here.