Porn News

Playboy’s Jerome Kern: “I Don’t Want a Magazine That’s in Intensive Care”

Instead of hiring the music composer who wrote Ol’ Man River, I think Playboy would have been better served with a businessman at the helm. But that’s just me.

From The bunny is money, so look for the Playboy brand on even more products as the media company looks to expand its global licensing business.

Sex toys won’t be among them, however, according to Jerome Kern, Playboy Enterprises’ interim chairman and chief executive. Kern wants to take the iconic bunny more mainstream in expanding what last year was a $40.4 million business for the company, which posted a first-quarter net loss of $13.7 million earlier this week.

Kern also hinted Wednesday that there may be two Playmates when Playboy magazine publishes its first double July/August issue later this year.

The reduction in frequency is part of a strategy to reverse declines at Playboy’s nearly 56-year-old flagship publication. The magazine suffered a 16 percent year-to-year decline in first-quarter revenue and expects its print ad revenue will be down 39 percent in the second quarter compared with the same span in 2008.

“I envision having a magazine,” Kern said. “I don’t want a magazine that’s … in intensive care. I want a magazine that stands for the brand [and] is out with the public, but isn’t going to eat us alive. That’s what we’re trying to figure out.”

The magazine’s June issue, set to hit newsstands soon, is being touted by the company as offering “a younger and fresher look,” while Kern has said there need to be “radical changes to the magazine business model.”

Kern spoke briefly with reporters at the company’s Chicago headquarters between Wednesday’s quick, uneventful annual shareholder meeting and subsequent a board meeting in which the company’s directors planned to discuss the search for a new regular CEO.

Playboy is looking for a successor to Christie Hefner, founder Hugh Hefner’s daughter, who left the company earlier this year. The elder retains a controlling stake in the company and the titles of chief creative officer and editor in chief.

In a call Monday with analysts, Alex Vaickus, who oversees Playboy’s global licensing, talked about the company’s branding of apparel, jewelry, accessories, Playboy energy drink, Cody men’s fragrances and resort venues.

“Our goal,” Vaickus said, “is to create products and distribution deals that can work across a wide array of retailers, domestically and internationally, ranging from hip department stores to mass market retailers.”


Related Posts

Grand Vision: Vanna Bardot Discusses ‘Influence’ Vixen Media Group Showcase

As reigning XBIZ Female Performer of the Year, Vanna Bardot has fully capitalized on her skyward momentum since earning her crown this past January, bringing her highly professional rep and glamcore bona fides to bear on hitting newly triumphant strides…

Triple Win: When the Pleasure Industry Gets Charitable, Everybody Benefits

The pleasure industry has always been about helping people to feel good, and today innovators are doing so in even more far-reaching ways. There is a constant stream of new products released, each designed to encourage users to feel better…

Blake Blossom, Skye Blue Headline ‘Lesbian Superstars 3’

Blake Blossom and Skye Blue headline "Lesbian Superstars 3," the newest chapter of the acclaimed series from Lesbian X.

Will Ranscombe of Love Not War to Speak at RSVC

LONDON — Will Ranscombe, CEO of British pleasure brand Love Not War, will speak at the Reimagine Sexuality Virtual Conference this weekend. Taking place Oct. 1, Ranscombe's presentation, titled "Pleasure Should Not Cost The Earth: Sustainability in the SexTech Industry,"…

Severe Sex Films Debuts ‘Dungeon Stories’

Severe Sex Films has released its annual feature, Dungeon Stories.

Leave a Reply

Your email address will not be published.