The historic 62-year-old Playboy magazine announced that the thing which helped push the brand into stardom will no longer be a part of their online content strategy: nudity. The announcement comes as a redesign for the company which includes a more digital focus, and a realization that young men no longer look to outlets like Playboy for provocative imagery–it’s available for free on cellphones.
What this means is as Scott Flanders–Playboy Enterprises CEO–says, “It’s not provocative to see nudity. In fact, it can actually limit our audience.”
This, among other factors, is what lead them to the conclusion it’s time to focus on the articles, which is really what it’s always been about. The nudity is what parlayed the magazine into a media giant, but the writing is what continues to keep an audience around.
As for the magazine?
Playboy magazine will still feature a “Playmate of the Month” but they will instead be in PG-13 poses.
Hugh Hefner launched Playboy in 1953 and saw it’s highest circulation in 1972 at 7 million. Today, the circulation is just under 1 million, but this rebrand could be what saves Playboy.
Cory Jones is the executive put in charge of all digital outlets, as well as the magazine, this summer, while Hugh Hefner is still listed as editor-in-chief today. When Jones went went to the 89-year-old Hefner in a wood-paneled dining room full of Picasso’s with this radical idea, Hefner immediately agreed.