Playboy scraps print magazine for 100 per cent digital future | Brands | Mobile Entertainment

Playboy scraps print magazine for 100 per cent digital future

Playboy scraps print magazine for 100 per cent digital future
Zen Terrelonge

by

Brands / May 16th 2013 at 12:00PM

Makes the decision to support increasing number of readers that want anonymity.

Playboy has closed print operations in South Africa, revealing that its May edition is the first of a fully digital future in the region. The plan to focus on digital came last July, according to Biz Community.

Indeed, Playboy has demonstrated its focus on life beyond print, recently embracing augmented reality to connect with readers 'via devices they love'.

Tanya Goodman, managing editor, Playboy South Africa, said: "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."

Charl du Plessis, editor-in-chief, added: "The shift in strategy we introduced in the second half of last year is now bearing fruit. We have shifted from being a single-platform print medium towards a multi-platform vehicle offering the full 360 experience. Digital is a more private space, and that is where publishing is heading anyway.

"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."