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TIME Milks Cover Photo of Breastfeeding LA Mom

Media mission accomplished.

As TIME managing editor Rick Stengel explained earlier today to Forbes blogger Jeff Bercovici, “the whole point of a magazine cover is to get your attention.” Even if, as is the case with the May 21 issue, the person depicted on the cover is not actually featured in the accompanying article.

That’s Jamie Lynn Grumet, 26-year-old LA mom of two, pictured with her nearly four-year-old biological son Aram. Although she didn’t make the print edition, she does merit a Q&A on the magazine’s website.

Either way, the shot by Martin Schoeller – with its strangely adult-like posing of the child – is this week’s most cleverly engineered media flashpoint, sure to continue generating massive amounts of coverage right through the end of business-day Friday. Locally, everyone from James Rainey at the LA Times to Simone Wilson on LA Weekly’s Informer blog is busy deconstructing. Well played, Mr. Stengel. Well played.

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