The payday for the Brad Pitt – Angelina Jolie wedding photos was far below the $11 million paid for the first baby photo of the couple's twins, Vivienne and Knox , in 2008.
"The market has changed considerably," said one well-connected source.
Several sources guess that People paid somewhere close to $2 million for the wedding shots. Hello, which snagged European rights, may have boosted the total price.
Part of the reason may have been that the celebrity magazine market is under a lot more financial pressure than it was a decade ago.
OK!, once owned by free-spending British mogul Richard "Dirty Des" Desmond is no longer a force to bid up prices.
It was sold to American Media Inc., owner of Star and National Enquirer, after burning through nearly $100 million to get a toe-hold in the US market.
AMI has itself been under financial pressure and was sold earlier this year for only several million in cash.
People is still the market leader, generating an estimated $600 million in revenue for newly public Time Inc., but does not generate anywhere near the cash flow of even six years ago.
Us Weekly, owned by Jann Wenner at Wenner Media, virtually stopped bidding when it became apparent that People would go to extreme measures to keep its rival from landing the photos.
But there was no sign that Brangelina even tried to ignite a bidding war this time around — in part because such could have tipped off paparazzi to the secret wedding in France last week and invited lots of unwanted scrutiny.
In the past, Brangelina would donate proceeds to a charity, most recently the Jolie Pitt Foundation.
No word yet on where this money will go this time.
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