Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Can Playboy’s nudity-free app keep men entertained?
  • Can Playboy’s nudity-free app keep men entertained?
    Marco Monetti, Creative Commons (2014) ©
CASE STUDY

Playboy Now: the top-shelf magazine gets safe for work

As sales of its physical magazines decline, Playboy – once top of the top-shelf – is rapidly reinventing itself for the digital age. It has now launched a free mobile app that offers Buzzfeed-style editorial content and Vice-style video. But most importantly, it’s nudity-free and safe for work.

Location Northern Europe / North America

Scope
Print magazine sales are plummeting on both sides of the Atlantic. In the US, sales fell by 14% in the first quarter of 2015, while the UK has experienced a 36% drop since 2009. [1][2] Yet consumers are actually reading more content than ever, albeit on laptops, iPads and smartphones rather than printed mags.

In 2014, mobile readerships grew 7%, largely due to free digital content – 45% of online readers only read free content. And while subscriptions to printed publications are falling, spend on print and digital advertising is increasing. In the US, magazine ...

Canvas8

Related

  • Playboy's SFW strategy is a success Playboy's SFW strategy is a success

    Most people's first experience of Playboy invariably involves buying one of the magazines and keeping it hidden from anyone else. But the company is attempting to shake off the embarrassment attached to its content by launching a 'safe for work' website, and it's proven to be hugely popular.

  • Article image TALC Magazine: connoisseur porn for your coffee table

    70% of men and 30% of women watch porn. It comes in all shapes and sizes; from homemade to Hollywood. But what about porn for those who prefer their coffee artisan and their music on vinyl? TALC Magazine is closer to coffee table centrepiece than under-the-bed contraband. Is the way we view porn changing? 

  • Article image Make Love Not Porn TV: socialising sex

    In a climate of increased openness, sharing has never been more intimate. Make Love Not Porn TV is a user-generated site that showcases homemade adult films.

  • Article image Fifty Shades of Grey: the guilty pleasures of the Kindle

    Fifty Shades of Grey's success has been attributed to the Kindle, which allows readers to read what they want without broadcasting it to others.