Playboy goes for full digital

Says Tanya Goodman, managing editor: "In part, because in a country where many people still have reservations about being seen buying their favourite magazine publicly, digital offers a more private readership experience." For the print collector, the magazine will import the US print edition to be available in a few select stores from the fourth quarter of the year while also distributing a special series of back copy collections from June onwards.

"The shift in strategy we introduced in the second half of last year is now bearing fruit," states editor-in-chief, Charl du Plessis. "We have shifted from being a single-platform print medium towards a multi-platform vehicle offering the full 360 experience. Our events and activations are sophisticated and fun and in partnership with the right kind of upmarket establishments. Our social media approaches 150 000 Facebook fans, 25 000 Twitter followers and 100 000 Twitter followers between the corporate and Playmate identities. Our web traffic growth continues with double digits monthly."