In case you were tuned out on Thursday, Time magazine was the talk of the Internet thanks to its newly released cover:



And here’s the thing: The story is about Dr. Bill Sears, a 70-year-old proponent of “attachment parenting.” The cover photo, however, is of a 26-year-old mother and blogger in Los Angeles who posts photos of herself breastfeeding her son.

According to Fox News, Time decided to steal a page from Tina Brown’s magazine—that being Newsweek—to “shock [its] way into the news cycle.”

It worked. The media can’t stop talking about the cover, and neither can people on Twitter.

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