BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Advertising archives : February 17, 2016


New no-nudity Playboy sees rise in advertisers

When Playboy dropped nudity from its website in 2014 its audience began to align with the coveted Millennial and website visits rose significantly. Now that the men's magazine had dropped full-frontal nudity in its printed publication the number of advertisers has risen.

by Helen Leggatt

America has undergone a huge cultural shift since the heyday of Playboy in the 1950s and 1960s and now Playboy has reacted to that shift and is speaking more to today's cultural norms in an attempt to win back readers of the coveted Millennial generation as well as reinvigorate its flailing advertising stable.

And those changes are working.

According to Playboy magazine executives, the average age of Playboy's online reader dropped to age 30 from age 47 after nudity was dropped from the website in 2014 and web traffic quadrupled from 4 million to 16 million monthly visitors.

The new-look Playboy also shows its social savvy in the format of photographs that resemble Snapchat or Instagram images, even getting one of their models to gain experience by starting her own Snapchat account.

This month we learn that Playboy's first-ever issue with no naked women (March issue) has attracted more advertisers, safe in the knowledge their products will be in an environment that is not controversial. The MPA's latest figures show ad pages in the March issue up 55.5% YoY to just under 42 pages and, as well as well-known Playboy brands such as Stoli vodka, includes new, mainstream consumer brands such as Dodge.

360b / Shutterstock.com






Image via Shutterstock

Tags: advertising, magazine, publishing








Subscribe to BizReport







http://www.bizreport.com/2016/02/new-no-nudity-playboy-sees-rise-in-advertisers.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.