At Midlife Crossroads, Playboy Gets a Face-lift

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Playboy magazine is pushing a new look with advertising from Fusion Idea Lab directed first to consumers and then to the trade, part of the publication’s efforts to recapture readers who have turned to the more hip “laddie” magazines.

Print ads from the Chicago agency use the tagline, “Men who get it, get it here.” The print effort is the biggest consumer push in nearly a decade as the magazine touts its redesign and its 50th anniversary.

“They want to run with advertising that is relevant to guys of all ages and send the message that their content is not old,” said Tom Renaud, Fusion Idea Lab’s director of business and client services.



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