Cover Up! No More Nudity in Playboy

kate-moss-2014

You may or may not have heard that Playboy is ditching nude pictures. Yes, the magazine known for its naked women pinups will ditch them altogether in March 2016. It makes sense in many ways. After all, with the internet, it’s very easy to find salacious material (if that’s your thing).

But what does this mean for Playboy from an advertising perspective? A whole lot. All you have to do is look at what happened when Playboy revamped their website in August 2014, making it safe for work. Playboy saw a 258% increase in unique visitors. Also, the average age dropped from 47 to just over 30. That’s great news if you’re an advertiser.

In my opinion, the no nude policy will definitely help in attracting bigger, more conservative brands. Petur Workman, VP of Business Development at Phoenix Media Group, said that it is a “genius move” that “is going to allow them to attract a much more upscale group of brands.” While this rebrand will put them in direct competition with established men’s lifestyle magazines such as GQ and Esquire, only time will tell if it is successful. Just take a look at Maxim, who also rebranded earlier this year. Although fashion advertising has risen, readership is still struggling.

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