Guys Who Get It, Get It Here

7 juli 2003, 12:35

Het gaat slecht met Playboy. De kiosk verkoop in de VS daalde in de tweede helft van 2002 met bijna 19%. De Kiosk verkoop bedraagt ca. 11% van de totale verkoop van ca. 3,2 mln exemplaren per maand. Het grootste deel gaat naar abonnees

Playboy, the 50-year-old famed men’s magazine seeking its way out of a mid-life crisis, wants to tell guys where to get it.

A new print advertising campaign—the magazine’s first since the late 1990s—is set to kick off Friday in USA Today, the largest U.S. newspaper by circulation, with the slogan “Guys Who Get It, Get It Here.”

The magazine, owned by Playboy Enterprises Inc., hopes to boost newsstand sales by grabbing the eye of new readers.

Playboy’s newsstand sales fell nearly 19 percent in the last half of 2002 in the face of stiff competition from titles such as Maxim, Stuff and FHM.

These offer younger readers a bawdy take on babes and entertainment that feature up-and-coming actresses appearing nearly nude on cover pages but—unlike Playboy—never naked inside.

Newsstand sales now make up only 11 percent of Playboy’s monthly average sales of 3.2 million copies. Most copies are mailed to an aging demographic of subscribers.

Determined to lure a younger crowd, Playboy hired James Kaminsky away from Maxim last year to be its new editor. He replaced Arthur Kretchmer, Playboy’s editorial boss for nearly four decades.

“There’s a lot going on behind the scenes at Playboy. We want our readers, our potential readers and the advertising community to know about it,” publisher Diane Silberstein told Reuters in a phone interview ahead of the renewed ad push.

Playboy’s advertising revenue grew to $30 million so far this year, up 2.5 percent compared with the January-to-May period of 2002. Maxim’s ad revenue is up 17 percent this year to $71 million—or more than double Playboy’s ad income—according to a report from Publishers Information Bureau.

Playboy’s half-page color ads will show the cover of its August issue featuring “Survivor” contestants Jenna Morasca and Heidi Strobel.

“Our readers are spending money and are single. They are in their mid-to-late 20s,” Lisa Natale, Playboy’s senior vice president and marketing director, said of the ad’s targets.

The Playboy print ad campaign was developed by Fusion Idea Lab, a Chicago-based advertising agency whose other clients include brewer Anheuser-Busch, online travel Web sites Expedia and Orbitz and retailer Target.

However, some still think Playboy will face a tough time in recovering lost ground to its younger-looking rivals.

“Maxim shows less skin than Playboy and is sexier because it gets sexier people. Then you add on top of that a much more contemporary execution,” said Steven Addis, chief executive of Berkeley-based Addis brand strategy and design firm.



Marco Derksen
Partner bij Upstream

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