Playboy journal circulation has dipped over the previous 12 months

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Playboy went ad-free with its winter concern — now on newsstands — and hiked its cowl value to a hefty $24.99 per concern hoping that the change to an outsized format can enhance income, even when circulation takes successful.

A fast examine of its 2018 circulation just lately emerged within the type of USPS knowledge that reveals that circulation has continued to dip over the previous 12 months.

It means that Cooper Hefner’s imaginative and prescient for the journal, which returned nude photographs to the combination within the spring of 2017, did nothing to assist its gross sales. One supply mentioned it was attempting too arduous to go youthful — which by no means clicked with millennials and alienated its loyal older readers.

Its common whole paid circulation was 206,483 for the six points in 2018, down by greater than a 3rd from a 12 months earlier. It suggests Hefner’s transfer from chief artistic officer to chief of world partnerships greater than a 12 months in the past was a boot upstairs after his imaginative and prescient foundered.

He mentioned final week he’s leaving in Might to launch HefPost, a web-based life-style title that can embrace erotic photographs. Hefner, 27, is the youngest youngster of Playboy founder Hugh Hefner, who handed in 2017 on the age of 91.

“The journal grew to become quarterly in December and is freed from advertisements,” mentioned a spokesman. “We’re not beholden to commercials, and meaning we now have extra editorial freedom to do what we wish. We’re devoted to persevering with the journal as a print product.”

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