"Of course he did it on purpose, to once again annoy Sarah," a friend of Levi's tells me about the Tuesday timing of the baby news. "This was meant to be her big day, and instead we are all talking about Levi. Love him or hate him, I can tell you for sure that this kid is no fool when it comes to the media."
And sources tell me Levi hopes his big news will translate into dollar signs.
"Levi made a fortune selling interviews in the past and expects to do it again," one media insider says. "His people have already contacted magazine and TV shows about selling access to him."
Levi shot into the public eye three-and-a-half years ago when it was announced that he and Sarah Palin's daughter Bristol were expecting a son. Now his latest girlfriend, Sunny Oglesby, a 20-year-old teacher who lives in his hometown of Wasilla, Alaska, is pregnant.
"May sweeps are coming up and his story is interesting, but he should not expect to make nearly as much money as he did when he was with Bristol," one TV executive tells me. "Maybe $10,000 to $15,000, but without the Palin part, this isn't as exciting."
FOLLOW NAUGHTY BUT NICE ROB ON TWITTER
Levi Johnston isn't opposed to the media spotlight -- he's posed for Playgirl! Check out his fellow celebs who've posed for Playboy.