The company now makes most of its money from licensing its ubiquitous brand and logo across the world - 40 percent of that business is in China even though the magazine is not available there - for bath products, fragrances, clothing, liquor and jewelry among other merchandise. The magazine will feature visual artists, with their work dotted through the pages, in part because research revealed that younger people are drawn to art. And all the changes have been tested in focus groups with an eye toward attracting millennials - people between the ages of 18 and 30-something, highly coveted by publishers. Flanders admitted the magazine must please its core advertisers. Some of the moves, like expanded coverage of liquor, are partly commercial, Mr. “The difference between us and Vice,” he said, “is that we’re going after the guy with a job.” Flanders said, is young men who live in cities. And Playboy will continue its tradition of investigative journalism, in-depth interviews and fiction. Jones said, will be a “sex-positive female,” writing enthusiastically about sex. As a result, Playboy executives said, the average age of its reader dropped from 47 to just over 30, and its web traffic jumped to about 16 million from about four million unique users per month. In August of last year, its website dispensed with nudity. Flanders said, in order to be allowed on social media platforms like Facebook, Instagram and Twitter, vital sources of web traffic.
The magazine had already made some content safe for work, Mr. The latest redesign, 62 years later, is more pragmatic. “But taking the nudity out of Playboy is going to leave what?” Hefner “just revolutionized the whole direction of how we live, of our lifestyles and the kind of sex you might have in America,” said Dian Hanson, author of a six-volume history of men’s magazines and an editor for Taschen. ” He did not put a date on the cover of the first issue, in case Playboy did not make it to a second. “We enjoy mixing up cocktails and an hors d’oeuvre or two, putting a little mood music on the phonograph, and inviting in a female acquaintance for a quiet discussion on Picasso, Nietzsche, jazz, sex. “If you’re a man between the ages of 18 and 80, Playboy is meant for you,” he said in his first editor’s letter. Hefner created the magazine, which featured Marilyn Monroe on its debut cover in 1953, he did so to please himself. Its best-selling issue, in November of 1972, sold more than seven million copies. Madonna, Sharon Stone and Naomi Campbell posed for the magazine at the peak of their fame. and Jimmy Carter, who admitted that he had lusted in his heart for women other than his wife. It published stories by Margaret Atwood and Haruki Murakami among others, and its interviews have included Malcolm X, Vladimir Nabokov, Martin Luther King Jr. A judge once ruled that denying blind people a Braille version of it violated their First Amendment rights.
It is difficult, in a media market that has been so fragmented by the web, to imagine the scope of Playboy’s influence at its peak.
Flanders said, it sought to answer a key question: “if you take nudity out, what’s left?” This time, as the magazine seeks to compete with younger outlets like Vice, Mr. But, according to its own research, Playboy’s logo is one of the most recognizable in the world, along with those of Apple and Nike. And those who have accused it of exploiting women are unlikely to be assuaged by a modest cover-up. Previous efforts to revamp Playboy, as recently as three years ago, have never quite stuck.
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