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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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Porn Star 3.0: This X-Rated Social Media Influencer Makes Seven Figures A Year

This story was written by me and originally published on Forbes.com in May 2020.

She goes by the moniker Lena the Plug. Never heard of her? Well, you’re in the minority. She has 3.5 million Instagram followers, nearly 1.6 million YouTube subscribers, and 1.1 million Twitter followers. And she’s built this empire herself.

At 29, Lena is a new kind of adult performer. Once upon a time, adult actresses signed exclusive contracts with adult production companies. Today, influencers like Lena create their own adult content and use their social media platforms to promote their content and score paying subscribers.

Lena didn’t set out to disrupt the porn business. She graduated from the University of California, Santa Cruz and has a bachelor’s degree in psychology. Her family is Armenian, and she grew up in Glendale, California.

Think she’s an amateur?

She earned seven figures last year.

Susannah Breslin: You have millions of followers across your social media platforms. What do you think is your appeal?

Lena the Plug: My YouTube fan base has transformed a lot. I think my appeal at first was purely sexual on YouTube. People showed up to subscribe to my content because they wanted to see me make a sex tape when I reached a million subscribers. Mostly men were watching, but some women showed up as well to see the train wreck they thought I would be. I ended up just sharing the most real and raw, most honest parts of myself on my channel. I sort of treated my videos like they were diary entries for a while. It was an outlet for me. I cried on camera. Yes, I shared the exciting party life I was living with my boyfriend, but I also talked about my eating disorder, losing a good friend to suicide, and how I struggled with the hate that comes with sex work. I went from a 5% female demographic to a 45% female audience, which really stood out to me. I think my YouTube channel has done a lot to really flush me out as a “whole” person, if that makes sense. People see a sex worker, and to them, she is purely a sexual object. It is hard for the consumer to see past that, but when you open up and show “the good, the bad, and the ugly,” you’re humanizing yourself to an audience. They can relate to you in a way that they couldn’t have imagined before. I think that’s my appeal. Getting a person to say: “Okay, she has a totally different type of occupation than the one I do, but I can relate to her. I can see myself befriending her. We are not so different, in a way.”

Breslin: Some people might be surprised to learn that you're bringing in seven figures annually. What are your revenue sources?

Lena: I have a big YouTube and Instagram following, but 95% of my revenue stream comes from selling access to my premium Snapchat and OnlyFans subscriptions. The other 5% is a combination of YouTube revenue, Instagram and YouTube brand deals, adult tube sites, and merchandise. It’s hard to get brand deals when you do 18+ work, or earn a high amount of revenue on Youtube when you are a sex worker—videos get demonetized even if they abide by YouTube community guidelines—so I have always relied on creating and selling quality adult content. It is the bread and butter of my business. 

Breslin: Was being an entrepreneur something you planned or did you more fall into it?

Lena: I’ll be honest. I didn’t think I had an entrepreneurial bone in my body until I started doing this work. I began selling access to my premium Snapchat back in 2016 when it became very apparent that because of my high follower count on Instagram and Snapchat, I would have guaranteed financial success with it. A few different people who ran sites that girls could sell access to their Snapchat on had reached out to me to join their sites. They wanted 50% of the revenue for me showing my entire body online, while they just hosted the site that processed the credit cards. It struck a nerve with me, and I couldn’t get myself to take any of those deals. I decided to have a site built for myself, where I could keep a majority of my earnings. I’ve since moved to larger, more mainstream sites—like OnlyFans—because they offer a reasonable revenue split, but I think that experience with creating my own website is what started me out as the entrepreneur I didn’t know I could be. 

Breslin: Even though adult content is ubiquitous on the internet, there's still stigma attached to sex work. How do you navigate that?

Lena: It used to be really hard, at first. I was overwhelmed with negativity when I first gained notoriety online. I felt I had truly made a mistake in choosing this work and should have never entered this space. I wasn’t used to the repeated name-callings back then. I’ve since gotten used to it and grown thicker skin. If someone calls you a whore thousands of times, it just doesn’t hurt anymore, you know? I see the same negative comments all the time. They lose their meaning after a while. The commenters of these words don’t feel like real people anymore. I basically just block and ignore now. Internally, I acknowledge that whoever is commenting is coming from a very different world than the one I know. They haven’t been exposed to the same things that have allowed me to be open-minded about sex. I try to be forgiving about their hatred and remind myself that there was probably a time where I was more close-minded and would have probably thought poorly of sex workers too. It doesn’t make it right, but it helps me to put it into perspective and try to understand them better. 

Breslin: Years ago, adult performers had exclusive contracts with production studios. What role has the internet and social media played in your career?

Lena: Without the internet and social media, I would have no career. Without Instagram and Snapchat, I would have never known that selling adult content online was even an option. I would have no clue that you can make an entire career off of it. I only got into this business because so many of my followers kept asking me if I had “premium” content. Now I use my social media platforms as marketing tools for my business and [as a way] to meet other creators to work with. I owe everything to the internet and these platforms. 

Breslin: How has the pandemic impacted your business?

Lena: The pandemic has affected a majority of businesses in a very negative way, but my business has been growing steadily during the past couple of months, in terms of selling memberships to my OnlyFans. Also, I always worked from home, so the pandemic hasn’t changed that for me. The one difference in my business is that the type of content I create is a little different. I can’t meet with other performers to shoot content, so I mostly film solo content or shoot videos with my partner, who I’m quarantined with. I have shot a couple of Zoom orgies, which are fun, but I look forward to when I can physically work with other beautiful women in person again. 

Breslin: You announced not long ago that you're pregnant. What was the reaction like from your followers? How has being pregnant impacted work?

Lena: Yes, I am currently 17 weeks pregnant! I made my announcement on social media a few weeks ago, and as with most things, it was good and bad. I was overwhelmed with beautiful messages from many of my followers who are excited for this new chapter in my life. However, many people felt the need to vocalize their opinions about the mistake they seem to think I am making. The number one concern is that my child will be bullied because of my career choice, and that it is selfish for me to bring kids into this world. Others believe that if I’m choosing motherhood, I should leave sex work behind. It’s apparent that these people subscribe to the idea that women cannot be both maternal and sexual, they must choose one or the other. I’m ignoring everyone and continuing to do my job and live my life. I shouldn’t have to leave my career, especially while my success is constantly growing at a steady rate, just because I am having a child. I’m a business woman, just like any other business woman, and I’m in the very fortunate position where I don’t have to give anything up. So far, my pregnancy hasn’t affected my work. People still love my content, even with the extra weight. As I grow and look undeniably pregnant, I am sure I will lose some amount of subscribers who miss my smaller frame, but I will surely gain some new ones who prefer a big-bellied body. 

Breslin: Who's your role model? Kim Kardashian? Steve Jobs?

Lena: I wouldn’t really say I had any role models when I came into this business because I sort of fell into it without even realizing what was happening or how big I was getting.

This conversation has been edited and condensed for clarity.

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How Rapper Iggy Azalea Is Making Money On OnlyFans

This article was originally published on Forbes.com on January 22, 2023.

Iggy Azalea is the latest celebrity to join OnlyFans. Once dominated by sex workers seeking to boost their brands and monetize their relationships to their fans, the subscription-based content service has seen a rise in mainstream stars joining its ranks, including Bella Thorne, Denise Richards, and DJ Khaled. Amber Rose, another celebrity on OnlyFans and a former stripper, has described the platform as “a digital strip club.” So it only makes sense that Azalea, an Australian rapper who has proclaimed that she is, in fact, the strip club, would sign up, too.

But Azalea’s OnlyFans isn’t just any old OnlyFans. It is a year-long, collaborative multimedia project entitled Hotter Than Hell that will feature music, photography, video, art, and, according to a press release, content from “her upcoming fourth studio album.” For $25 a month, subscribers will get a front-row seat to the project as it drops, before the rest of the world sees it. The concept was inspired by Pamela Anderson, 90s supermodels, and Madonna’s controversial book Sex and culminates with a coffee table book to be released in December 2023.

Curious to check out Azalea’s project, I signed up for OnlyFans and paid $25 to subscribe to her content stream. At the top of her feed, a small green circle appeared next to her avatar (which was an image of Azalea licking a cherry); next to her OnlyFans handle, it read: “Available now.” Was Azalea actually live on the site? Was I more proximate to her than I had been before handing over my money? It seemed possible.

The first post was the aforementioned cherry-licking photo and the words: “The sweetest angel”; below that, it noted how many likes the post had and the dollar amount of tips it had garnered from her fans. (Tips are another way OnlyFans creators can generate revenue.) At the time of this writing, that post had 2,501 likes and $233.20 in tips. There were more images to come: Azalea in green lingerie, Azalea getting her makeup done, Azalea posing seemingly nude next to a swimming pool while eating a cherry with her nipple discreetly hidden from view. One post featured a nine-second audio clip of Azalea — “Hey, babe,” she purred to me? us? her anonymous fans? — offering an enticement to be “a part of my VIP for a year by tipping $250 and receive a one-year link subscription and a free photo that’s just for my VIPS.” That post had 685 likes and a staggering $15,690 in tips. (OnlyFans takes a 20% cut of its creators’ revenues.) Maybe I should be on OnlyFans, I mused.

So it went over the days that followed. There were more images. There were more audio clips. There was a video clip of a scantily-clad Azalea that had been filmed through a window as if the viewer (me) was spying on her; the text with it read: “Working my angles [butterfly emoji, fire emoji].” When I didn’t check Azalea’s content stream, I got emails from OnlyFans telling me that I had unread messages from her, as if I had left her on read. When I logged back into OnlyFans, I discovered those messages contained locked content, another way the site’s creators can make money. With the Pay Per View feature, members must pay more to access locked content. One was $40. Another was $28. Yet another was $35. Each message had a come-hither note, but the visual content was behind an image of a padlock.

I thought about unlocking the rest of Azalea’s content, but I didn’t. By that point I had read that she had “sold her master recording and publishing catalog to Domain Capital for an eight-figure sum” late last year. She didn’t need the money, I figured.

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Death of a Pimp

This article was originally published on Forbes.com on October 18, 2018.

Dennis Hof was a pimp. Perhaps he would've preferred the term "brothel owner," for that he was, too, at the time of his death earlier this week at 72. He was found dead in bed at his Love Ranch Vegas brothel in Crystal, Nevada, on Tuesday morning by adult performer Ron Jeremy. An autopsy will be conducted to identify the cause of his death, but foul play wasn't suspected.

It was a busy time for Hof, who was in the midst of a campaign to get himself elected to the Nevada State Assembly. Ironically, he may well be elected, despite the fact that he's dead, because, according to the New York Times, in the 36th District in which he's running, 45% of those registered to vote are registered as Republicans, compared to 28% who are registered to vote as Democrats. His Trumpian political platform included lowering taxes and defending gun owners' rights.

In June of 2017, I interviewed Hof for an article I wrote for this website in the wake of a news report that former FBI director James Comey had used the term "hookers" in a Statement for the Record released one day prior to testifying in front of the Senate Select Committee on Intelligence. "Hookers" appears in Comey's summary of a March 30, 2017, call he received from Trump. "[Trump] said he had nothing to do with Russia, had not been involved with hookers in Russia, and had always assumed he was being recorded when in Russia," Comey wrote. Was "hookers" Comey's word choice or Trump's? Interested to hear what sex workers and their minders thought of the high-profile disparagement, I reached out to Hof and his employees.

As it turned out, Hof had a Trump story of his own. "I met him 27 years ago," he told me. "I was in the timeshare business. He wanted to timeshare the [Trump] Taj Mahal, and he wanted me to come aboard to do that. I didn't do that. I said there's not enough money in the world to make me live in Atlantic City." It was hard to know whether or not to take Hof's claim seriously. Instead, Hof recounted, he became "the pimp master general of America," anointed as such by Hustler publisher Larry Flynt. He'd voted for Trump and liked the guy—"We need a businessman," he said—but he preferred the term "working girls." Either way, Trump was good for business. "Business is humping," he told me. "We feel the difference with Trump in office."

It wasn't the first time I'd connected with Hof. Over the prior two decades, I'd encountered him at various events, from adult movie sets to X-rated conventions. The first time I'd met him was on the set of an adult movie being shot in the San Fernando Valley, the content of which was so outré that I won't detail it here. On another occasion, I talked with him at the Hustler Store in Hollywood. And he was a regular presence at the AVN Awards—the so-called "Oscars of porn"—in Las Vegas, Nevada.

He wasn't the first pimp that I met, and I'm sure he won't be the last, but he was like many pimps that I've encountered over the years. He was charismatic, likeable, friendly, a consummate showman, and the sort of person who could make you feel comfortable about anything, including, one presumed, showing up at one of his brothels in hopes of paying one of the women who worked for him a few hundred dollars, or more, to share some intimate time, in the parts of Nevada where that's legal.

In a way, he wasn't that different from sex workers I've known. For providing a service in demand across the country, they'd been publicly vilified and systematically ostracized. Hof was a larger-than-life character—a pimp, you bet—but he was also a businessman who knew well that if someone will pay for something, there's money to be made, and that's the American dream.

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Me & Iggy

For my latest post on Forbes, I wrote about how rapper Iggy Azalea is making money on Only Fans.

An excerpt:

Curious to check out Azalea’s project, I signed up for OnlyFans and paid $25 to subscribe to her content stream. At the top of her feed, a small green circle appeared next to her avatar (which was an image of Azalea licking a cherry); next to her OnlyFans handle, it read: “Available now.” Was Azalea actually live on the site? Was I more proximate to her than I had been before handing over my money? It seemed possible.

Read the rest here.

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