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GETTING VISITORS TO STICK:
With its magazine decidedly challenged in both circulation and advertising, Playboy Enterprises will today launch a Web site that’s been redesigned from top to bottom — double entendre intended — including eight new features and interactive services that will differ from the content that runs each month in the magazine. “Only 36 percent [of our readers online] regularly read the magazine, so for many, this is their first introduction to Playboy,” said John Lumpkin, divisional vice president and associate publisher, Playboy Digital. He also took playboy.com out of an advertising network to ensure consistency, which from now on will only take “premium” advertisers — Mini, Patron, EA, Bushmills and Bridgestone have signed on for the launch.
And while most readers might associate Playboy more with taking clothes off than putting them on, the new site will have a section geared toward men’s fashion, Style Recon, featuring opinions from people in pop culture, such as Pharrell Williams, on what he wears and how he wears it. Lumpkin said fashion in the section will be a mix of “high-low” prices. There is also a new humor section of animated content, called Play-Mation Nation (think “Adult Swim” on Cartoon Network), as well as a collection of city guides that list the top restaurants, bars and entertainment in 15 cities around the world.
Jimmy Jellinek, editorial director of Playboy magazine and playboy.com, said the average stay on the site is 10 minutes, 21 seconds, but with the redesign he wants to increase that to 20 to 30 minutes for each visitor. “More than any other metric, we are focused on increasing time spent on the site,” he added. Playboy.com had 3.1 million unique visitors, according to Quantcast, as of March. — Amy Wicks