W Picks Up Vanity Fair‘s Trashed Rooney Mara Cover

We always wondered how magazines within the same publishing houses avoided putting the same celeb on the same cover in the same month. And we found out this morning that at Conde Nast, Graydon Carter‘s gonna get what he wants no matter what.

WWD reports that Rooney Mara, star of the American adaptation of The Girl With The Dragon Tattoo, was hoping for the cover of Vanity Fair‘s Young Hollywood issue in March. But her movie’s producer, Scott Rudin, wanted photographer Jean-Baptiste Mondino to shoot the cover. Though he said he likes Mondino’s work, Carter would only have a cover shot by Annie Leibovitz. When Rudin wouldn’t budge, he had to settle (if you can call it that) for the February cover of W.

Stefano Tonchi was more than happy to allow Mondino to shoot the cover, having worked with him before on covers for T Magazine. But we wonder if Rudin would have changed his mind if that hadn’t been the case?

It’s an interesting bout of office politics — especially considering how important it is for both publications to participate in that famous press-based campaign for the Academy Awards. But if you think Vanity Fair lost a very cool photo op, consider that they’re juggling a handful of famous names for their February cover, including (but as far as we can tell not limited to) Oscar hosts Natalie Portman and James Franco, and Ryan Reynolds.

Who do you think will turn up with the better cover?

GIVE ME A W OVER A V [WWD (Subscription Required)]

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