A Brand for a New Generation

Abstract

With the start of a new century, Playboy Enterprises began to see the light at the end of a long, dark tunnel. The beginning of the 2000s brought a revived Hugh Hefner back to the spotlight as the ultimate brand champion, and a new generation of consumers was very receptive to his return. At the same time, Playboy TV was thriving and Playboy magazine, while much smaller in terms of circulation than it had been 20 years earlier, was still the number one men’s magazine. Playboy.com was growing quickly, and an expanding global audience was gaining access to the Playboy brand through a variety of distribution channels.

Each new generation of readers should be as excited by it as readers were in the 50s.

Christie Hefner talking about the Playboy brand in a 2003 interview with Charlie Rose