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Playboy Enterprises, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Playboy Enterprises is an international multimedia entertainment and lifestyle company that operates in three segments: entertainment, publishing and licensing. Entertainment covers television programming, online content and satellite radio; its publishing segment covers Playboy magazine, books and calendars; and its licensing group operates the Playboy-branded retail stores, the company's trademark and other consumer products featuring the Playboy brand name.

Main Telephone (323) 276-4000
Main Fax (312) 751-2818
Primary Address
680 North Lake Shore Drive
15th Floor
Chicago, IL 60611
USA

Playboy Enterprises, Inc. Contacts

Contacts (5/18)
Name Title State
Hugh H. Editor-in-Chief & Chief Creative Officer - Playboy Magazine IL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (323) 276-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 680 North Lake Shore Drive
15th Floor
Chicago, IL
60611
USA

Phillip M. Chief Digital Officer CA
Scott K. Chief Brand Officer CA
David I. Chief Operating Officer & Chief Financial Officer CA
Cory J. Chief Content Officer CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Playboy TV *
Playboy.com ******
Playboy Internet gaming *
Playboy Magazine *
Playboy Enterprises, Inc. ******

Agency Relationships


Brand Agency Service From To
******* ***********, ***. ******** *************, ***. Public Relations unknown present
******* ******** ****** ******** *************, ***. Public Relations unknown present
******* ******** ******** *************, ***. Public Relations unknown present
******* ***** ******** *************, ***. Public Relations unknown present
******* ** ******** *************, ***. Public Relations unknown present

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DailyVista

Playboy hires digital media SVP, rebrands with ‘safe-for-work' site


Subject: digital, online, social media

Company: Playboy      

Opportunity: The company has relaunched a “safer” version of the website that is more social media friendly and is undergoing a subtle, but much needed, rebrand. Therefore, look for digital, online and social media opportunities as the storied and iconic bunny-brand tries to appeal to a new generation of readers.

Additional Insight

Experience:  In June, Playboy  hired Cory Jones as SVP of digital content. Jones was previously editor-in-chief of men’s website, Mandatory.com, and director of digital development for Athlon Sports. 

New Site Launch & Shareable: Playboy has debuted a rebranded, safe-for-work website. The apparent goal of the website is to make the age-old line “I read it for the articles” true of the digital version. The purported purpose is to make the website more “shareable” or social media friendly. It now has features pieces, including “listicles,” that you might see on Buzzfeed, GQ or Esquire. Important articles such as “Why Do Guys Like MILFS?” and “17 Playmates Without Makeup” appear on the front page, while nude content of said playmates is relegated to the “Girls” section of the site. 

Jones has said that the “Girls” content does well, “but there’s a ceiling on that. But if you’re doing really shareable fun viral things, you can do even better. That content has a higher ceiling.” The site launch is the beginning stages of a rebrand that hopes to appeal to younger viewers and make the publication one that people won’t shy away from sharing on social media. Jones says the site’s editorial department and freelancers hope to publish an average of 25 articles a day. And while such a move hearkens back to Playboy’s hay day, when Truman Capote, Arthur Miller and Norman Mailer used to publish in the magazine, one can hardly imagine a listicle called “10 Things to Eat for Breakfast at Tiffany’s.”    

Other Rebranding Efforts: The company has struggled to modernize and in the last year has tried to reach a younger (and newer) audience by featuring Kate Moss on the 60th-anniversary magazine cover and by collabortaing with Richard Phillips on his art installation in Marfa, Tex. Such moves are most likely meant to appeal not only to readers, but also to advertisers, who have traditionally been skittish about tying themselves to the brand. In a time when porn is free on the internet, the brand isn’t provocative enough to compete in that market. It is, however, too scandalous to be considered “mainstream,” so any rebrand effort has to find the best balance between salacious and socially palatable. 

Media Spend: According to Kantar Media, Playboy Enterprises spent $1.6 million on measured media spend last year, down slightly from 2012′s $1.8 million. Most of this, shockingly, was spent on magazine ads.

Agency Relationships: Fusion Idea Lab handles Playboy’s print work, while the company handles media buying and planning in-house.

Playboy Entertainment 
2706 Media Center Dr.
Los Angeles, CA 90065
(323) 276-4000

Cory Jones 
Senior Vice President. Digital Media & Content
(323) 276-4000
cjones@playboy.com