Playboy Magazine is Nude No More (Plus, 5 Media Tips for Noobs!)

First off, admit it: You did a double take on that headline. Didn’t you?

And that’s okay. You’re not alone. We all see what we want to see. And when you first read that headline, perhaps subconsciously you really wanted to see…

Well, the same things millions of readers have come to expect when flipping through an issue of Playboy.

But those days are over. Starting March 2016, Playboy is cleaning up its act. Dressed is the new naked. Which means we’ll know once and for all how many of you were actually reading it for the articles all this time.

Just why after 62 years would Playboy take a new stance on nudity? Media professionals speculate that it’s to make the publication more attractive to high-end advertisers whose prudent values just don’t jibe with the unclothed vibe.

Will it pay off for Playboy? We’ll see how many new advertisers the publication acquires in the coming 18 months. Speaking of which, what better time to review some good media placement tips for magazines.

  1. Perform an annual audit of applicable publications to your audience. Some say “print is dying” and yet numerous publications in various markets continue to enjoy success, with quality new pubs entering the mix each year. Thus, print advertising is still a viable, if not vital, marketing strategy in several markets. Items to evaluate in an audit include primary content covered, audience breakdown by job function, interest, circulation, website statics and advertising options.
  2. Review associations. Understanding the associations your client supports is vital. Many times these associations are big players in the industry and are very involved in tradeshows, etc. Also helping support associations is in the good-natured spirit every company wants to put forward.
  3. Speaking of tradeshows… Make sure that your media plan encompasses them. Not only should your ad placements match the seasonality of your products but the seasonality of tradeshows as well.
  4. Evaluate circulation year over year and make sure they are cleaned. Reviewing the circulation of a publication is a good way to determine if it’s growing, staying flat or on the decline. If there is a large drop off, readers are likely not getting the information they want and therefore are going to other resources. Also, it is important that publications clean their list regularly. It’s preferable to have a qualified smaller circulation than a larger circulation where publications are going straight to the trash because of old lists (for instance, when subscribers change addresses).
  5. Mix it up! Your plan should never be stagnant, meaning it is ok to go dark some months or even flight your schedule. Mixing up digital ad sizes and placement types keeps readers and viewers engaged with your message.