Playboy to Drop Nudity as Internet Fills Demand

boozeman

28 Years And Counting...
Staff member
Joined
Apr 7, 2013
Messages
121,759
Playboy to Drop Nudity as Internet Fills Demand




The New York Times




By RAVI SOMAIYA

2 hrs ago

Last month, Cory Jones, a top editor at Playboy, went to see its founder Hugh Hefner at the Playboy Mansion.

In a wood-paneled dining room, with Picasso and de Kooning prints on the walls, Mr. Jones nervously presented a radical suggestion: the magazine, a leader of the revolution that helped take sex in America from furtive to ubiquitous, should stop publishing images of naked women.

Mr. Hefner, now 89, but still listed as editor in chief, agreed. As part of a redesign that will be unveiled next March, the print edition of Playboy will still feature women in provocative poses. But they will no longer be fully nude.

Its executives admit that Playboy has been overtaken by the changes it pioneered. “That battle has been fought and won,” said Scott Flanders, the company’s chief executive. “You’re now one click away from every sex act imaginable for free. And so it’s just passé at this juncture.”


For a generation of American men, reading Playboy was a cultural rite, an illicit thrill consumed by flashlight. Now every teenage boy has an Internet-connected phone instead. Pornographic magazines, even those as storied as Playboy, have lost their shock value, their commercial value and their cultural relevance.

Playboy’s circulation has dropped from 5.6 million in 1975 to about 800,000 now, according to the Alliance for Audited Media. Many of the magazines that followed it have disappeared. Though detailed figures are not kept for adult magazines, many of those that remain exist in severely diminished form, available mostly in specialist stores. Penthouse, perhaps the most famous Playboy competitor, responded to the threat from digital pornography by turning even more explicit. It never recovered.

Previous efforts to revamp Playboy, as recently as three years ago, have never quite stuck. And those who have accused it of exploiting women are unlikely to be assuaged by a modest cover-up. 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. This time, as the magazine seeks to compete with start-ups like Vice, Mr. Flanders said, it sought to answer a key question: “if you take nudity out, what’s left?”

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. A judge once ruled that denying blind people a Braille version of it violated their First Amendment rights. It published stories by Margaret Atwood and Haruki Murakami among others, and its interviews have included Malcolm X, Vladimir Nabokov, Martin Luther King Jr. and Jimmy Carter, who admitted that he had lusted in his heart for women other than his wife. Madonna, Sharon Stone and Naomi Campbell posed for the magazine at the peak of their fame. Its best-selling issue, in November of 1972, sold more than seven million copies.

Even those who disliked it cared enough to pay attention — Gloria Steinem, the pioneering feminist, went undercover as a waitress, or Playboy Bunny, in one of Mr. Hefner’s spinoff clubs to write an exposé for Show Magazine in 1963. When Mr. Hefner created the magazine, which featured Marilyn Monroe on its debut cover in 1953, he did so to please himself. “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. “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 ...” He did not put a date on the cover of the first issue, in case Playboy did not make it to a second.

Mr. 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. “But taking the nudity out of Playboy is going to leave what?”

The latest redesign, 62 years later, is more pragmatic. The magazine had already made some content safe for work, Mr. Flanders said, in order to be allowed on social media platforms like Facebook, Instagram and Twitter, vital sources of web traffic.

In August of last year, its website dispensed with nudity. 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.

The magazine will adopt a cleaner, more modern style, said Mr. Jones, who as chief content officer also oversees its website. There will still be a Playmate of the Month, but the pictures will be “PG-13” and less produced — more like the racier sections of Instagram. “A little more accessible, a little more intimate,” he said. It is not yet decided whether there will still be a centerfold.

Its sex columnist, Mr. Jones said, will be a “sex-positive female,” writing enthusiastically about sex. And Playboy will continue its tradition of investigative journalism, in-depth interviews and fiction. The target audience, Mr. Flanders said, is young men who live in cities. “The difference between us and Vice,” he said, “is that we’re going after the guy with a job.”

Some of the moves, like expanded coverage of liquor, are partly commercial, Mr. Flanders admitted; the magazine must please its core advertisers. 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. 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.

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. Nudity in the magazine risks complaints from shoppers, and diminished distribution.

Playboy, which had gone public in 1971, was taken private again in 2011 by Mr. Hefner with Rizvi Traverse Management, an investment firm founded by Suhail Rizvi, a publicity-shy Silicon Valley investor, who has interests in Twitter, Square and Snapchat among others. The firm now owns over 60 percent. Mr. Hefner owns about 30 percent (some shares are held by Playboy management).

The magazine is profitable if money from licensed editions around the world is taken into account, Mr. Flanders said, but the United States edition loses about $3 million a year. He sees it, he said, as a marketing expense. “It is our Fifth Avenue storefront,” he said.

He and Mr. Jones feel that the magazine remains relevant, not least because the world has gradually adopted Mr. Hefner’s libertarian views on a variety of social issues. Asked whether Mr. Hefner’s views on women were the exception to that rule, Mr. Flanders responded that Mr. Hefner had “always celebrated the beauty of the female figure.”

“Don’t get me wrong,” Mr. Jones said of the decision to dispense with nudity, “12-year-old me is very disappointed in current me. But it’s the right thing to do.”
-------------
So, they want to be what, Maxim?
 

Clay_Allison

Old Bastard
Joined
Apr 8, 2013
Messages
5,488
I think this probably ends up being a disaster for them. Playboy had the advantage of being the one porn magazine you could get on your way to somewhere without convenient internet. Also, Maxim and FHM as you say, beat them to that. This is the pretty much the last gasp for them.
 

Carp

DCC 4Life
Joined
Apr 7, 2013
Messages
15,127
I think this probably ends up being a disaster for them. Playboy had the advantage of being the one porn magazine you could get on your way to somewhere without convenient internet. Also, Maxim and FHM as you say, beat them to that. This is the pretty much the last gasp for them.
Getting Playboy on your way somewhere?
 

Clay_Allison

Old Bastard
Joined
Apr 8, 2013
Messages
5,488
Getting Playboy on your way somewhere?
Yeah, before I owned a laptop or a smartphone, I wouldn't want to to pay for hotel porn. That shit's expensive. Of course now that I do, so does everyone else, hence their problem.
 

Carp

DCC 4Life
Joined
Apr 7, 2013
Messages
15,127
Yeah, before I owned a laptop or a smartphone, I wouldn't want to to pay for hotel porn. That shit's expensive. Of course now that I do, so does everyone else, hence their problem.
I frown on this...back in my day we did not use porn...and we liked it! I built a nice little spank bank and handled biz that way.
 

boozeman

28 Years And Counting...
Staff member
Joined
Apr 7, 2013
Messages
121,759
My question is how does the online porn business still make money. Most of the shit is pretty much free. Do people still pay money for it?
 

Carp

DCC 4Life
Joined
Apr 7, 2013
Messages
15,127
My question is how does the online porn business still make money. Most of the shit is pretty much free. Do people still pay money for it?
Good question...maybe it is the ads they have pop up on there. I heard they do that. :tippytoe
 

Cowboysrock55

Super Moderator
Staff member
Joined
Apr 7, 2013
Messages
52,465
This is one of the dumbest moves they can make. Sure internet porn has taken over but personally I think they are going the wrong direction. Men just need to see a little more. Maybe if Playboy had a little more vagina in their pictures they could get there. Men can't live off just boobs these days.
 

Angrymesscan

DCC 4Life
Joined
Apr 7, 2013
Messages
3,796
Penthouse tried that and went the way of the Dodo...
I see more FHM and Maxim out there than porn mags, so I think they are doing the right thing, their "reading material" articles, tends to be much better than the other 2, more in the GQ, Esquire level, I might even consider buying one again if they take that route.
 

E_D_Guapo

Brand New Member
Joined
Apr 7, 2013
Messages
3,158
Maybe if Playboy had a little more vagina in their pictures they could get there. Men can't live off just boobs these days.
I don't think pictures are going to get it done no matter how much vag they show. Video or GTFO. A monthly mag can not provide that.
 

boozeman

28 Years And Counting...
Staff member
Joined
Apr 7, 2013
Messages
121,759
Penthouse tried that and went the way of the Dodo...
I see more FHM and Maxim out there than porn mags, so I think they are doing the right thing, their "reading material" articles, tends to be much better than the other 2, more in the GQ, Esquire level, I might even consider buying one again if they take that route.
Yergay
 

skidadl

El Presidente'
Staff member
Joined
Apr 7, 2004
Messages
11,888
They are losing subscribers by the hundreds of thousands because people just don't buy magazines for porn anymore. I just don't see how this is detrimental to their business. They are just admitting that print porn is on the way out.
 

dallen

Senior Tech
Joined
Jan 1, 2000
Messages
8,466
They are already losing money on magazine sales anyway. Most of their revenue comes from licensing
 
Top Bottom