Playboy To Bring Back Its Print Magazine With Annual Edition
This story was originally published on Forbes.com in August 2024.
Playboy’s print magazine is being resurrected. Today, PLBY Group, Inc. announced it will return to issuing a print version of its legendary magazine, but this time around on an annual basis, starting with a February 2025 issue. In March 2020, Playboy stopped producing its 66-year-old print magazine, which had been published since 1953, citing the disruptions caused by the coronavirus pandemic as the reason. Along with reviving the print magazine, the company is relaunching its Playmate franchise with a worldwide search for both the 2024 and 2024 Playmate of the Year and as of this week a newly designed website at Playboy.com.
In recent decades, Playboy has struggled to find its footing in a changing media landscape. When Hugh Hefner, the magazine’s founder and editor-in-chief, who died in 2017, launched the first issue of Playboy in December 1953 with a nude spread featuring Marilyn Monroe, the competition was limited to other adult magazines. In the ’90s, the internet distributed adult content with the click of a button and explicit sexual images became more risque without the limitations that had been imposed upon print publications. Then came a flip-flop. In 2016, Playboy stopped producing nudity in its magazine; the following year, it brought back the magazine’s nudes.
This time around, media veteran Mark Healy will be at the helm of Playboy. His resume includes senior roles at GQ, Rolling Stone, and Men’s Journal. The February 2025 issue will make its debut in conjunction with Big Game Weekend and Super Bowl LIX, which will take place on February 9, 2025, at Caesars Superdome in New Orleans, Louisiana. According to Playboy’s latest announcement, “Original content will be produced with a keen focus on embracing the creator economy, partnering with some of the leading creators today to showcase their unique interests,” suggesting the target audience is young and flush with disposal income.
But the big question is not whether consumers will read still Playboy for the articles or the pictorials but whether or not it’s too little too late for an iconic brand that’s taken a beating in the marketplace and in the town square. PLBY Group’s second quarter report was released today, revealing total revenue for the second quarter was $24.9 million. The same period last year total revenue was $35.1 million. That’s a year-over-year decrease of $10.2 million or 29%. Meanwhile, a 2022 Secrets of Playboy 10-part A&E docuseries raised questions about what had really happened at the Playboy Mansion while other former Playmates rallied in support of Hefner.
Regardless of the history, PLAYBOY'S Playmate and Bunny Open Casting Call is underway. For those who aspire to don the bunny ears and tail, they can apply online. Wanna be Playmates and Bunnies must attend a casting call in a nearby city and submit an application with photos. But users of filters beware when it comes to sending your best shots. “Please avoid harsh lighting, skewed angles, and no filters,” the application advises. “The photos you submit can be professionally taken but should remain largely unfiltered and unretouched.” If you get picked to be in the magazine, that might change. But for now, they want to see you fully clothed.
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