“We’re no longer peppering the site with girls,” said John Lumpkin, divisional vp, associate publisher of Playboy Digital, who worked on the overhaul with former Heavy.com colleague Jimmy Jellinek, now editorial director of Playboy in print and online. “Our goal is to create a site that’s comfortable to more conservative advertisers.”
Among the changes are an online version of Playboy Forum, a culture and lifestyle news section; segregation of sexy photos to a Girls section; and scaled-back promotion of The Club, an online section where visitors can find edgier material for a fee. Advertisers also will be offered new types of skins, an advertising format; and more preroll opportunities.
Playboy hopes the changes will appeal to packaged goods, prestige grooming and fragrance; and gaming marketers. The new approach has already helped attract Bridgestone Tire and Patron as launch sponsors.