They make magazines better than the publisher’s office might deem prudent. Well, in the magazine realm, it means that some books could cheap it out, if they wished, and probably still earn a profit, but they choose instead to invest in products in order to improve them. What does that even mean- exceeding expectations? Is that possible? About that we are sad, but resigned.īank of America phone reps once routinely asked of its customers, “Are we exceeding your expectations?” (As if.) Still, it’s hard to argue that Playboy is anything more than an afterthought these days, an asterisk in the story of great American magazines. I just don't see where the audience will be. One, an occasional features contributor, wrote to me that the magazine “is doomed.” The other, a longtime staple in the book’s pages, said in an email that Playboy now “looks like a college start-up magazine. How far has the magazine fallen from its golden era? I was recently in touch with two of its writers. I suspect even those are more of a trophy in foreign markets than in the United States. The money is in the Playboy brand-the licensing of its various bits and pieces. In projecting the amount Hef can raise from the sale of assets, which include the Playboy Mansion in Los Angeles, the magazine is believed to have little or no value.
It’s the worst possible thing of all: irrelevant. The magazine, under new editorial management, is currently neither a standout nor essential. Unfortunately, to everything there is a season.
He created and built an influential worldwide brand his take on women and women’s issues arguably helped tilt an entire generation to a more accepting attitude. We’ll leave the bidding to others, and we wish Hugh Hefner well.
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