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BUSINESS > NEW MAGAZINE ‘PLAYBOY’ PUTS PORNOGRAPHY IN PRINT FORM
NEW MAGAZINE ‘PLAYBOY’ PUTS PORNOGRAPHY IN PRINT FORM
December 12 2009
Chicago, IL – Though frowned upon by mainstream society, the penetration of pornography into the everyday lexicon has been an almost unstoppable impulse. Celebrity sex videos, adult actresses in mainstream films, and ease of access on the
web have all contributed to an erosion of the cultural mores surrounding pornography allowing it to gain a firm grip on the mainstream consciousness. For many pornography has also meant a lot of money with companies such as Vivid and RedTube.
Now that domination of the sexual realm is being challenged by a new competitor which has come from out of nowhere to bring new game to the competition. The new challenger is a magazine called ‘Playboy’ which will be published in traditional paper and ink form and distributed throughout the country. The company plans on selling the magazine through convenience stores and direct subscriptions, hoping to access a market thought to be long ago left behind. Reportedly the magazine will feature primarily women modelling in the nude, a far cry from the content currently available online and through video producers. Nonetheless, the company feels that the unique nature of their product will allow them a slice of the very lucrative pornography pie.
“It’s an interesting idea to be sure. In this age, when print-based companies are shuttering their doors, the last thing anyone would have expected was a new 
country-wide magazine at this time. Obviously though they feel they can appeal to a niche that has been underserved by the web and movies and if they are correct they could carve out a decent amount of money,” said Scrape TV Business analyst Ken Green. “There will be a lot of challenges ahead for them no doubt. Aside from the fact that they are doing soft core, the wait entailed in delivering the content to customers will be a serious test. People are used to having almost instant access to pornography with limitless variety but now they will be restricted to a handful of images once a month. That will be a serious hump to get over.”
Added to the uniqueness of the content and the delivery method, the business is headed by an 83-year old entrepreneur named Hugh Hefner.
“It’s safe to say that when people think of sex they don’t think of 83-year olds, or at least the majority of people don’t. I’m sure he himself knows a fair bit about sex but one has to wonder if he’s completely in touch with the direction pornography has taken in recent years. People of that age tend to be a little out of touch in many ways, which isn’t their fault, and you have to wonder if he’s trying for a dream whose time has long past,” continued Green. “You also have to wonder whether or not he’s in it for the long haul. At that age one has to think that whether he wants it to be or not his time is limited. He may live for a number of years to come but it’s likely that his stamina will be severely limited. Age just does that.”
Thus far, major web and film outlets have had no comment on the new magazine or the possible threat it will present for them.
“If this is a success I wouldn’t be surprised to see other outlets trying the print route, at last as an experiment. True, many people want the immediacy that video and the web provide but there is something to be said for taking it slow and if people embrace that notion it’s likely there will be more of these popping up,” continued Green. “I mean ultimately it is pornography and I don’t think a lot of people will be all that discerning. It will be an interesting thing to watch.”
Hefner is reportedly independently wealthy and has multiple girlfriends.
William Ashford, Business Correspondent
BUSINESS > NEW MAGAZINE ‘PLAYBOY’ PUTS PORNOGRAPHY IN PRINT FORM
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