Tuesday, May 11, 2010

On the Skids, Playboy Tries a Silly Marketing Gimmick

Back story: Playboy Reducing Circulation, Combining Issues.  (Photo District News, 10/20/2009)

Excerpt: Starting with the January 2010 issue, Playboy’s rate base will drop to 1.5 million from 2.6 million, a rep there said.

Playboy also will combine its January and February issues after doing the same with its July and August issues this past summer. No decision has been made about repeating the July/August double issue this year, the rep said.

The changes aren’t unexpected. Playboy Enterprises’ recently named CEO Scott Flanders has pledged big changes at the flagship magazine, which has been facing lower ad and circulation revenue. The company has hinted at the possibility of more rate base cuts along with other big changes to the print edition, including an outright sale

The latest development: Playboy centerfold expands to 3D.  (cnet news, 5/11/2010)

Excerpt:  Hefner explained it like this to the AP: "This particular picture is one example of how books and magazines are different (than computer images). You can hold [them] in your hands, save them, and as Dad used to, put them under the mattress."

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