This is clearly no longer your father’s Playboy.
The venerable men’s magazine has announced a significant pivot: Beginning next March, the print edition of Playboy will cease to run photos of nude women. It is a digital sign of the times that the Internet has more than met the demand for photos of naked people (and so very much more). And while the magazine will still run glamorous and suggestive photos of women, they will no longer be nude.
The house that Hef built has been a throwback for more than a generation now, a relic of the “Mad Men” era where casual sexism was de rigueur. There is still plenty of sexism out there, but with porn for every proclivity a mere click away, Playboy’s chief content officer Cory Jones decided it was time to put on something a little more work-appropriate.
“When the magazine launched in the ’50s, ’60s, ’70s, nudity was something that was very progressive,” he said in an onstage interview at the Digiday Content Marketing Summit in Half Moon Bay in August. “It pushed the envelope. You wouldn’t see it everywhere. Now with the Internet, it’s everywhere. It’s ubiquitous.” Which is why — irony of ironies — it won’t be in Playboy going forward.
Playboy’s circulation has plummeted: From 5.6 million in 1975 to about 800,000 now, according to The New York Times, citing the Alliance for Audited Media. The nude-free iteration of the magazine will be more of a millennial men’s lifestyle publication, with a focus on booze and clothes. The “girls” will still be there — they’ll just be rated PG-13 now.
It is the next step in an evolution it has already undergone online, where in order for its app to be available in the Apple store, it had to be squeaky clean, Jones told Digiday. So they relaunched the site as a nudity-free men’s lifestyle destination. “Our biggest hurdle is to get people to think about us differently,” said Jones. Or, apparently, at all.
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
Bloomberg, Axios, Politico, other business publishers rethink subscriber retention during the economic downturn
Premium publishers, like POLITICO, Axios and Bloomberg, have to make sure their fees are still considered a necessity as readers recalculate their spending and companies recalculate their expense budgets.