Playboy launches 'non-nudes' site
Published 20/07/2010 | 12:27
Playboy Enterprises has launched a website it says will be safe to browse while at work, eliminating the need for men to throw themselves over their computer screen when the boss walks by.
TheSmokingJacket.com will contain none of the nudity that makes Playboy.com not suitable for work. Instead, it'll rely on humour to reach Playboy's target audience, men 25 to 34 years old, when they are most likely to be in front of a computer screen.
"A lot of our audience logs on (to Playboy.com) after work and we saw that we were missing a golden opportunity to reach guys when they're online the most: when they're sitting at their desk, not working, sending emails to their friends," said Jimmy Jellinek, Playboy's editorial director.
The site, named after one of Playboy founder Hugh Hefner's favourite pieces of clothing (silkpajamas.com was taken), won't include the long interviews or in-depth articles found in Playboy.
Among the original content visitors to the site will see is a list of signs that show a man has given up trying to attract women. They include wearing Velcro trainers and trousers with elastic waistbands.
The site will dip into the Playboy archives with photographs like those from the 1983 Playmate Playoffs, in which bathing suit-clad women competed in games such as a tug-of-war. There will be also links to the kinds of things people are already emailing their friends.
"It's all about social currency," Mr Jellinek said. "You want to be the first guy of your friends to send the funny joke, the crazy video ... You can be the coolest guy among your friends if you're the first person to circulate this information among them.
"The ideal is to be ... the go-to site for those who are bored at work," said Matt Gibbs, the producer of the site.
The only Playboy logo is the famous bunny ears inside the 'o' of TheSmokingJacket.