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There Might Be Hope for Playboy…in Asia

The Internet is an amazing invention. People use it for all sorts of things: buying clothes, making friends, watching movies, playing music, the list goes on and on. So it was inevitable that people would turn to the web for soft-core porn.

Playboy magazine, one of the most infamous adult periodicals, has taken a nosedive when it comes to readers and advertising dollars—struggling with competition from the Internet.

That might all change in the near future, and Asia might serve as the light at the end of the company’s dark, bumpy tunnel.

According to a recent article in the Boston Herald, Asia appears to be the companies fastest growing region. Although the actual magazine is banned in China, Playboy Enterprises Inc., opened a nightclub in Macau—the only area in China where gambling is legal—in November. The company also plans to open a Playboy Mansion there in 2012.

According to the article, in Asia, Playboy is more of a fashion brand, and the company is turning its energies to promote it as such—entering into the world of entertainment and lifestyle branding.  Also according to the article, the company has been cutting deals to sell Playboy-branded merchandise across Asia.

The numbers seem optimistic: By 2011, Asia will account for 34 percent of licensing revenue, and by 2012, it will bring in $20 million in licensing revenue.

Hmm, so does this mean Hugh Hefner will hold his swanky parties in Macau now? I wonder if he knows how to speak Chinese…

Mackenzie Allison

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