Playboy on Road to Recovery?

Playboy, which just months ago was flirting with a sale to save the iconic but struggling title, is now appearing a tad bullish.
Hugh Hefner’s bunny-eared men’s magazine said it would publish 11 issues this year instead of the 10 it originally planned, and return to a 12-times annual frequency in 2011.
The title, which recently outsourced its business operations to American Media Inc. in an attempt to stem deep losses, is seeing a bit of a recovery this year. Pages rose 5 percent this year through May, per the Mediaweek Monitor.
Playboy is still a long way from its heyday; its circ is 1.5 million, down from a high of 7 million in the 1970s.
Playboy was one of the last major holdouts to file to the Audit Bureau of Circulations’ Rapid Report, a continuous circ-reporting service created at the urging of ad buyers. That’s changing, too. Starting this year, Playboy also began posting its numbers to the Rapid Report (of which AMI was an early supporter).

Publish date: April 23, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT