Advertisers Are Cozying Up to the New Playboy

The iconic men's magazine is certainly hoping so, starting with its March issue, in an attempt to avoid the fate of what Playboy's chief executive Scott Flanders called "harvesting a melting ice cube of an aging demographic."

"We want to align the magazine with the social media and app and dot-com experience," Flanders said. "And to do that, it has to be reaching a younger audience."

Research costing in the seven figures found that millennials don't want airbrushed centerfolds and think some of Playboy's franchises, like the joke page and cartoons, were antiquated—so they were eliminated.