Iconix could make Playboy work: Kill the mag, take the sex out of the brand

Filed under: Deals, Media World

Playboy (PLA) tends to be associated with the magazine and sex. Not the hardcore, nasty kind, of course -- Playboy has always been more than a tad distinguished, staying above board while the adult entertainment industry has chosen to compete in ways that my editor would delete if I even attempted.

With Iconix said to be interested in acquiring Playboy, it needs to think about where it can win with the ailing brand. The smart move may be to ditch the magazine and move away from sex -- it can't compete in either of these markets. Then, it needs to figure out how to make the brand relevant to everyone not in the Boomer generation ... or treat Playboy as an investment with a clock on it.

Continue reading Iconix could make Playboy work: Kill the mag, take the sex out of the brand

Iconix could make Playboy work: Kill the mag, take the sex out of the brand originally appeared on BloggingStocks on Sun, 22 Nov 2009 16:40:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments