Playboy To Bring Back The Nudes As Boob-Free “Gen Y” Experiment Fails

Playboy To Bring Back The Nudes As Boob-Free “Gen Y” Experiment Fails
SHARE
THIS



Famed men’s magazine Playboy is to bring back the nudes exactly 12 months after ditching them in, what appears to be, a failed attempt to attract new Gen Y readers and more mainstream advertisers.

The “no nudes” policy clearly hasn’t resonated with readers or advertisers and next month’s issue will feature topless “Playmate” Elizabeth Elam as Miss March 2017 alongside the coverline “Naked is normal” and a distinct nod to the magazine’s 70s heritage.

C4jb9-3WIAAl84Y

The decision to bring nudes back was apparently at the behest of Playboy founder Hugh Hefner himself. Hefner’s son Cooper took over as the magazine’s chief creative officer in October and was reportedly no fan of the no-nudes policy either.

Playboy originally decided to ditch the nude models – something it had run since 1953 – citing falling circ and ad revenues and the fact that nudity was freely available on the internet. It also tried to mine new readers in the under 30s and wanted to throw-off its “dadsy” image.

The magazine sells about 700,000 a month in the US and there are 33 international editions around the globe. There hasn’t been an Australian Playboy since the late 90s.

“I’ll be the first to admit the way in which the magazine portrayed nudity was dated, but removing it entirely was a mistake,” said Cooper Hefner.

“Nudity was never the problem, because nudity isn’t a problem. Today, we’re taking our identity back and rediscovering who we are.

“This is a remarkably special moment personally and professionally that I get to share this issue of Playboy magazine with my Dad, as well as with readers.

“It is a reflection of how the brand can best connect with my generation and generations to come,” he said.

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine