Brand Update

Desi Brand

Playboy does an Action Replay

In its latest heritage-inspired move, Playboy shot actress Crista Flanagan in a demurely shot centerfold for its August issue which has two covers, both featuring Flanagan re-creating Playboy covers from the 1960s.

Back in November, Playboy had a Marge Simpson issue that harkened back to Playboy's first black cover model in the '70s, and editor Jimmy Jellinek recently reintroduced the "Playboy Pad" section after more than 30 years. Vice president, publisher John Lumpkin conceded going back to the past is a risk for Playboy, whose rate base was reduced to 1.5 million from 2.6 million in January.

But he pointed out that images in Playboy’s online cover gallery from the 60s and 70s are very popular with Playboy's Web audience, which tends to be younger than the magazine's readers, who have a median age of 36.
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