Last month, Cory Jones, a top editor at Playboy, went to see its founder Hugh Hefner at the Playboy Mansion.In a wood-paneled dining room, with Picasso and de Kooning prints on the walls, Mr. Jones nervously presented a radical suggestion: the magazine, a leader of the revolution that helped take sex in America from furtive to ubiquitous, should stop publishing images of naked women.Mr. Hefner, now 89, but still listed as editor in chief, agreed. As part of a redesign that will be unveiled next March, the print edition of Playboy will still feature women in provocative poses. But they will no longer be fully nude.Its executives admit that Playboy has been overtaken by the changes it pioneered. “That battle has been fought and won,†said Scott Flanders, the company’s chief executive. “You’re now one click away from every sex act imaginable for free. And so it’s just passé at this juncture.â€For a generation of American men, reading Playboy was a cultural rite, an illicit thrill consumed by flashlight. Now every teenage boy has an Internet-connected phone instead. Pornographic magazines, even those as storied as Playboy, have lost their shock value, their commercial value and their cultural relevance.Playboy’s circulation has dropped from 5.6 million in 1975 to about 800,000 now, according to the Alliance for Audited Media. Many of the magazines that followed it have disappeared. Though detailed figures are not kept for adult magazines, many of those that remain exist in severely diminished form, available mostly in specialist stores. Penthouse, perhaps the most famous Playboy competitor, responded to the threat from digital pornography by turning even more explicit. It never recovered.Previous efforts to revamp Playboy, as recently as three years ago, have never quite stuck. And those who have accused it of exploiting women are unlikely to be assuaged by a modest cover-up. But, according to its own research, Playboy’s logo is one of the most recognizable in the world, along with those of Apple and Nike. This time, as the magazine seeks to compete with younger outlets like Vice, Mr. Flanders said, it sought to answer a key question: “if you take nudity out, what’s left?â€It is difficult, in a media market that has been so fragmented by the web, to imagine the scope of Playboy’s influence at its peak. A judge once ruled that denying blind people a Braille version of it violated their First Amendment rights. It published stories by Margaret Atwood and Haruki Murakami among others, and its interviews have included Malcolm X, Vladimir Nabokov, Martin Luther King Jr. and Jimmy Carter, who admitted that he had lusted in his heart for women other than his wife. Madonna, Sharon Stone and Naomi Campbell posed for the magazine at the peak of their fame. Its best-selling issue, in November of 1972, sold more than seven million copies.Even those who disliked it cared enough to pay attention — Gloria Steinem, the pioneering feminist, went undercover as a waitress, or Playboy Bunny, in one of Mr. Hefner’s spinoff clubs to write an exposé for Show Magazine in 1963.When Mr. Hefner created the magazine, which featured Marilyn Monroe on its debut cover in 1953, he did so to please himself. “If you’re a man between the ages of 18 and 80, Playboy is meant for you,†he said in his first editor’s letter. “We enjoy mixing up cocktails and an hors d’oeuvre or two, putting a little mood music on the phonograph, and inviting in a female acquaintance for a quiet discussion on Picasso, Nietzsche, jazz, sex ...†He did not put a date on the cover of the first issue, in case Playboy did not make it to a second.Mr. Hefner “just revolutionized the whole direction of how we live, of our lifestyles and the kind of sex you might have in America,†said Dian Hanson, author of a six-volume history of men’s magazines and an editor for Taschen. “But taking the nudity out of Playboy is going to leave what?â€The latest redesign, 62 years later, is more pragmatic. The magazine had already made some content safe for work, Mr. Flanders said, in order to be allowed on social media platforms like Facebook, Instagram and Twitter, vital sources of web traffic.In August of last year, its website dispensed with nudity. As a result, Playboy executives said, the average age of its reader dropped from 47 to just over 30, and its web traffic jumped to about 16 million from about four million unique users per month.The magazine will adopt a cleaner, more modern style, said Mr. Jones, who as chief content officer also oversees its website. There will still be a Playmate of the Month, but the pictures will be “PG-13†and less produced — more like the racier sections of Instagram. “A little more accessible, a little more intimate,†he said. It is not yet decided whether there will still be a centerfold.
What the fuck? Is Gus behind this?
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