2017 MEDIA KIT

PLAYBOY 2017 MEDIA KIT / OUR MISSION

PUSHING & REMOVING BUTTONS SINCE 1953

THE STORY IS FAMILIAR
Assembled on his kitchen table using $1,000 borrowed from
his mother and by putting his furniture in hock, Hef publishes
the very first Playboy magazine in 1953, using a handful of
acquired photos of Marilyn Monroe as what you might call
“1950’s linkbait.”

The first issue has no publication date because Hef is

uncertain when the next issue will be published. But over the
next 25 years, Hef grew Playboy into one of the world’s most
successful magazines of all time – and still today.

Since its’ inception, Playboy has been a sounding board for

lively discussions, hard-hitting debate and the expression of a
wide variety of views. Playboy fought and stood for civil rights,
gay rights, women’s reproductive rights, and marijuana
legalization long before any of those ideas were enacted into
law: because Playboy was and continues to be a vanguard for
political, sexual and economic freedom.

“LIFE’S TOO SHORT TO

BE LIVING SOMEONE
ELSE’S DREAM.”
- HUGH HEFNER, 1953
 PLAYBOY 2017 MEDIA KIT / WHO WE ARE

SOPHISTICATED STORYTELLERS BY DAY,

PLAYFUL EXPLORERS BY NIGHT
TODAY, PLAYBOY IS ABOUT
Pop culture, celebrity interests, and premium content coming out
of Hollywood. It's about going out at night with friends, traveling
around the world, grooming yourself to look and feel good, sharing
stories over a fine bottle of wine or scotch.


It's about unapologetically enjoying sex appeal, short fiction, and
fighting to understand different cultural customs around the world.


It's about celebrating our storied past and leveraging the nostalgia
of our brand into a POV that’s relevant to our readers today and
that no other media competitor has. It’s continuing to push the
boundaries. We are: Provocative. Progressive. Playful.


CONTENT VERTICALS
ENTERTAINMENT

OFF HOURS

BUNNIES

SEX & CULTURE

HERITAGE
 PLAYBOY 2017 MEDIA KIT / AUDIENCE

TWO MAIN ARCHETYPES

THE STYLED INDIVIDUAL THE COOL NERD
Unapologetically interested in pop culture; Interested in pop culture, but secretly so (he
Interested in aspirational subject matter that will watch an episode of the Kardashians, but
involves money like: fine wines and whiskeys adamantly deny it); Intrigued with high end
or desired fashion accessories. tech products that are applicable to his
lifestyle like the Amazon Echo; Seeks new
Annual Spending Power: experiences like hidden bars and experiences
$389,061,000 that involve memorable adventures. Looking
for an interesting and relevant take on politics.

Annual Spending Power:

$596,467,000

“Life should be “Never be too

lived with a little disconnected from
bit of style.” your childhood.”
- HUGH HEFNER - HUGH HEFNER
 PLAYBOY 2017 MEDIA KIT / PRINT

PLAYBOY MAGAZINE
Playboy Magazine offers premium opportunities for high-impact
83%
print units that allow advertisers amplify their message and/or
MALE

surround specific editorial content.


ADVERTISER OPPORTUNITIES
41%
AGE 18-34
• Faux Cover: custom page with brand integration peels back to
reveal the editorial Playboy cover.
• 4-Page Cover Gatefold: Custom unit opens off front or back 65%
cover, revealing a 3-page view of the brand. AGE 18-49


• Mini Booklet: 4-10 page booklet that can be inserted into the
book for readers to pull out, read through, and carry. 43.2
• Die-Cut Single Sheet: Branded page that can be customized to MEDIAN AGE
any shape.
• Perforated Insert: Branded tear-out page. 28%
• Butterfly Gatefold: Barn door-style gatefold opens to reveal 8 MARRIED

editorial/ad pages.
• 3D Pop Out: Spread opens to reveal pop up ad that users can 51%
engage with. SINGLE

• QR Code: Custom page with print-to-mobile integration.
• Lenticular Page: Hologram-style reveals animation effects as 61%
users change their view of the page.
EMPLOYED
Please Note
• Pull-Out Poster: Custom poster that unfolds out of the
PLAYBOY MAGAZINE IS NOW AVAILABLE
magazine.
$50,184 VIA ITUNES, GOOGLEPLAY, AND COMING 

SOON TO AMAZON
MEDIAN HHI
Source: GIK MRI Fall 2016
 PLAYBOY 2017 MEDIA KIT / DIGITAL

PLAYBOY.COM
Playboy.com acts as an extensive to the magazine and additional
platform for advertisers to engage users with standard and first-
89%
to-market digital executions: MALE



ADVERTISER OPPORTUNITIES 68%
• Standard desktop, mobile and tablet banners AGE 18-44


• Pre-Roll Video
• Skin
40
MEDIAN AGE

• Mobile Video Interstitial
• Mobile Expandable
• Video Overlay (Standard, Full-Screen or Billboard Expandable)
4MM
UNIQUE VISITORS

• Content Channel (Standard or Interactive)
• Interactive Parallax
15MM
• Desktop Filmstrip/Carousel MONTHLY PAGE
• Mobile Microzine VIEWS

• Mobile Overlay
• Slideshow Gallery + Interstitial 41%
• Mobile Gyroscope RETURNING
VISITORS
• Expandable Storytelling Unit
• Synched Billboard Dynamic/Animated/Social Skin
• Animated/Dynamic Billboards (i.e. 3D)
$78K
MEDIAN HHI
• Ad/Edit Carousel

Sources: ComScore Jan 2017 Multi-Platform & Google Analytics Feb 1-28. 2015
 PLAYBOY 2017 MEDIA KIT / MOBILE

PLAYBOYNOW APP
With a simple, easy-to-navigate interface, PlayboyNOW gives
92%
users the latest in politics, art and entertainment, humor, thought-
MALE

provoking literary content, pop culture, and of course, beautiful
women.

 39%
AGE 18-34
ADVERTISER OPPORTUNITIES
• Pre-roll
• 300 x 250 in Galleries 1.1MM
TOTAL
• Branded Content (Videos / Articles) DOWNLOADS

• Custom Navigation Bar
• The Daily Sponsorship 45K
- Full Page Custom Overlay MONTHLY USERS

- Branded Content Displays: “Brought to You by”
- Branded Content Article Displays: “Brought to You by” 79K
- Branded Video Content / Pre-Roll Before Non-Branded Video MONTHLY VIDEO
VIEWS

- 320 x 250 Interstitial in Galleries that no other media
competitor has
17%
SCREENS PER
SESSION


3.1K
DAILY ACTIVE
USERS
 PLAYBOY 2017 MEDIA KIT / SOCIAL MEDIA

THE BIGGEST MEN’S BRAND IN SOCIAL

17.8MM
 73%
 86%

FANS AGE 18-34 MALE

5.5MM 21K LEADING THE MEN’S

AVG ENGAGEMENT MEDIA CATEGORY
FANS
PER POST

300K
 200K

FOLLOWERS AVG VIEWS PER SNAP

1.21MM
 82%
 LARGER THAN GQ, 


COMPLEX, AND MAXIM
FOLLOWERS MALE

40MM
 54%
 67%

VIEWS SINCE JAN 2016 AGE 18-34 MOBILE
 PLAYBOY 2017 MEDIA KIT / PLAYBOY STUDIOS

IN-HOUSE BRANDED CONTENT

PLAYBOY STUDIOS
An in-house creative agency made up of best-in-class ideators,
storytellers, analysts, influencers, party throwers, rabble rousers
and provocateurs.

This dedicated team of thought leaders works with brands to

develop the tight story, for the right audience, at the right time—
all with a distinct playboy look and feel.

CAPABILITIES

VIDEO 
 EXPERIENTIAL 
 INFLUENCER 


PRODUCTION MARKETING ACTIVATION

AUDIENCE INSIGHT
 CUSTOM 
 SOCIAL 


& ANALYTICS CONTENT PROMOTION
 PLAYBOY 2017 MEDIA KIT / PLAYBOY CO-CREATORS

INFLUENCER PARTNERSHIPS
PLAYBOY CO-CREATORS
From Andy Warhol to Ernest Hemingway, Playboy’s ties to the
most creative and influential minds of each generation run deep.

Today, Playboy selects collaborators from a wide range of

categories that represent the legendary Playboy lifestyle and
resonate with the modern man.

We’ve made it easier than ever to access talent and co-create

content that will engage consumers cross the right platforms.

CO-CREATORS
CAPABILITIES

CONTENT CO-CREATION EXPERIENTIAL ACTIVATIONS

With Influencers to Tell Your Story Hosted by Influencers

SOCIAL STORYTELLING PRODUCT SEEDING

Through Influencer Channels In Collaborator Content
 PLAYBOY 2017 MEDIA KIT / PLAYBOY CO-CREATORS

POINT OF DIFFERENTIATION
HOW ARE WE DIFFERENT?

DATA-BACKED PLATFORM
 NETWORK AGNOSTIC


PRICING EFFICIENCY 
 AUTOMATED & OPTIMIZED WORKFLOW

PREDICTABLE VIEWABILITY
 REAL-TIME TRACKING & ANALYTICS

CROSS-PLATFORM CAMPAIGNS
 360/VR CAPABLE

OUR PROCESS
1. ANALYZE 4. CO-CREATE
third-party data and segmentation to content with collaborators that
identify the right consumer audience illuminates your brand message and
for your brand. engages their fans & your targets.

2. IDENTIFY 5. AMPLIFY
the content verticals that best satisfy collaborator content on the most
the needs of both your brand and your effective mediums and social platforms
target. for the brand and audience.

3. SELECT
modern influencers within these
content verticals who will resonate
most with your target audience.

MAGAZINE ISSUE THEMES
JULY/AUGUST
 SEPTEMBER/OCTOBER
 NOVEMBER/DECEMBER
 JANUARY/FEBRUARY 2018
The Adventure Issue: 
 The Music Issue: 
 The Party/Holiday Issue: 
 The New Renegades Issue:
Travel, Adventure & Exploration
Maximizing experience and exploring the
world in boundary-pushing ways is vital to
both Playboy and our millennial audience.
Adventure can happen at home, abroad, in
bed, or out on the town: Whether it’s
venturing out into an emerging nightlife
neighborhood in New York or LA, diving into
the burlesque scene in Paris, reporting on
the next drug bound to give medical
marijuana a run for it’s money (hint: it’s
psychedelic mushrooms), or exploring the
societal implications of the coming migration
from reality to virtual reality, in this issue we
go where no magazine or brand has gone
before. Possible stories include: A Global
Playboy’s Guide to the World’s New (and
sometimes naughty) Nightlife Destinations;
Interview with Michael Bay; Virtual Reality:
The Coming Migration.
SPACE CLOSING: 5/17/17
MATERIALS DUE: 5/24/17
ON-SALE: 6/27/17
Dates and editorial subject to change
PLAYBOY 2017 MEDIA KIT / EDITORIAL CALENDAR
Music, Fashion & Entertainment
An authority in entertainment, Playboy is the
quintessential guide to the must-see, must-
know, and must-hear. Our annual Music Issue
returns this year, featuring the hottest music
and entertainment talent of 2017. Whether
it’s a graphic novel featuring an exclusive side
story from an upcoming film, a music pictorial
package that shines a light on eight musicians
with fall releases, or a deep dive into the
coming age of AI-generated music, this issue
will be packed with the most interesting and
exclusive stories in entertainment. Other
stories may include: 20Q with singer/
songwriter Halsey; Jack Merrill, World’s First
Publicly Traded Man, Goes NSFW; James
Franco mini-feature on HBO series The
Deuce; Kingsman: The Golden Circle (graphic
novel); profiles on indie rock band The War on
Drugs and Tim & Eric.
SPACE CLOSING: 7/19/17
MATERIALS DUE: 7/26/17
ON-SALE: 8/29/17
Celebrating Winter
The definitive playbook for living life to the
fullest. As the leading authority in
legendary parties and entertainment for
men, only Playboy can show readers that
the world is their mansion. Whimsical,
holiday-inspired pictorials set the tone and
service-oriented features set readers on
the right track for making the most of the
party season. Possible stories include: a
primer from our Bar Guild shows readers
the best way to stock your first home bar;
DJ Mark Ronson shows you how to artfully
and stylishly survive the winter music
festivals; a practical guide to how to find
unique, underground New Years festivities:
the new rules of holiday hookups.
SPACE CLOSING: 9/20/17
MATERIALS DUE: 9/27/17
ON-SALE: 10/31/17
Generational Status Quo Shakers
Playboy created the blueprint for the
modern American renegade. In this issue
we celebrate the men (and yes, women)
who share our values of disruption and
progress. In our annual renegades feature
package, we honor and profile the thought
leaders and influencers in politics,
entertainment, technology, and culture.
Our service section will feature
revolutionary products and the genre-
pushing work of style tastemakers,
filmmakers, TV auteurs, bartenders, and
game designers. Throughout the issue we
champion the notion of rule-breaking in
the pursuit of progress with
groundbreaking new fiction and graphic
novels, provocative pictorials, and world
class journalism. Possible stories include:
Interview With Shane Smith.
SPACE CLOSING: 11/8/17
MATERIALS DUE: 11/15/17
ON-SALE: 12/19/17
 PLAYBOY 2017 MEDIA KIT / EDITORIAL CALENDAR

MAGAZINE CLOSING DATES

JULY/AUGUST
 NOVEMBER/DECEMBER

The Adventure Issue: The Party/Holiday Issue:
Travel, Adventure & Celebrating Winter
Exploration SPACE CLOSING: 9/20/17
SPACE CLOSING: 5/17/17 MATERIALS DUE: 9/27/17
MATERIALS DUE: 5/24/17 ON-SALE: 10/31/17
ON-SALE: 6/27/17
JANUARY/FEBRUARY 2018

SEPTEMBER/OCTOBER
 The New Renegades Issue: 

The Music Issue: Music, Generational Status Quo
Fashion & Entertainment Shakers
SPACE CLOSING: 7/19/17 SPACE CLOSING: 11/8/17
MATERIALS DUE: 7/26/17 MATERIALS DUE: 11/15/17
ON-SALE: 8/29/17 ON-SALE: 12/19/17

Dates and editorial subject to change

 PLAYBOY 2017 MEDIA KIT / PRINT AD RATES

MAGAZINE ADVERTISING RATES

RATE BASE: 500,000

4/COLOR 1X 3X 6X 9X 12X 18X

FULL PAGE $90,540 $87,820 $86,020 $84,180 $82,400 $79,670
SPREAD $181,080 $175,640 $172,040 $168,360 $164,800 $159,340


2/COLOR 1X 3X 6X 9X 12X 18X

FULL PAGE $80,820 $78,390 $76,770 $75,140 $73,520 $71,100
SPREAD $161,640 $156,780 $153,540 $150,280 $147,040 $142,200

B&W 1X 3X 6X 9X 12X 18X

FULL PAGE $64,660 $62,710 $61,430 $60,140 $58,840 $56,910
SPREAD $129,320 $125,420 $122,860 $120,280 $117,680 $113,820

PREMIUM POSITIONS
COVERS 2 EARNED RATE PLUS 20% (Spread Creative Only)
COVERS 3 EARNED RATE PLUS 10%
COVER 4 $116,480
BLEED 10%

All rates are gross

 PLAYBOY 2017 MEDIA KIT / PRINT AD SPECS

MAGAZINE AD MATERIAL SPECIFICATIONS

SIZE BLEED TRIM LIVE AREA NON-BLEED
FULL PAGE 9.25” X 11.125” 9” X 10.875” 8.25” X 10.125” 8” X 10”

SPREAD 18.25” X 11.125” 18” X 10.875” 17.25” X 10.125” 17” X 10”

FILE SPECIFICATIONS
PDF-/X1a is the preferred file format. It’s the policy of Playboy Magazine not to accept native files like InDesign or Illustrator.

• All high resolution images and fonts must be included when files are saved
• Images must be high resolution TIFF or EPS files at 300 dpi
• Density should not exceed SWOP 300%
• Images should be CMYK or grayscale only (Please convert all spot colors and don’t submit files with RGB elements)
• Publisher recommends all 4C blacks be set to 60C/40M/40Y/100K
• Offset screen ruling should be 133-150 line screen for 4C and 133 line screen for 2C and black and white
• Do not nest EPS files into other EPS files
• Do not embed ICC profiles within images
• All required trapping must be included in the file
• Files should be right-reading, portrait mode, 100% to size with no rotations
• Files should include standard trim/bleed/center marks (Offset crop marks 1/2” so they aren’t in the live area) Please Note
• Per recommends submitting SWOP-standard color proofs generated from supplied files for color guidance NEW TRIM SIZE: 9” X 10.875”
BLEED: All bleed measurements
CONTACTS include a standard .125” bleed on each
of the four sides.
For contract/insertion order submissions For production inquiries and color For file submissions:
and related inquiries:
 guidance/lo-res PDF submissions: SPREAD ADS: For all small type, allow 

Ads are now being submitted via our .25” on each side of the grind (gutter)
Marie Firneno Lesley Johnson Playboy ad portal:
VP/Advertising Director, Playboy Magazine Production Director, Playboy Magazine https://playboy.sendmyad.com for safe visual spacing. We will take 

555 Fifth Avenue, Suite 902 9346 Civic Center Drive, Suite 200 .125” gutter grind-off.
New York, NY 10017 Beverly Hills, CA 90210
marief@playboy.com ljohnson@playboy.com
 PLAYBOY 2017 MEDIA KIT / DIGITAL AD SPECS

PLAYBOY.COM AD UNIT SPECIFICATIONS

REQUIREMENTS UNIT SPECS HALF PAGE BILLBOARD PUSHDOWN SUPER PUSHDOWN
300 x 600 300 x 600 970 x 90 1200 x 850
Images displayed on MEDIUM RECTANGLE
• Standard lead time: 1-3 days • Standard lead time: 7 days • Standard lead time: 7 days • Standard lead time: 7 days
Playboy.com must be 300 x 250
appropriate size, resolution, and • Rich media lead time: 3-5 days • Max standard file size: 200K • Max standard file size: 100K • Max standard file size: 100K

aspect ratio. Playboy.com may • Max standard file size: 40K • Max initial load: 200K • Max initial load: 100K per slide
LEADERBOARD
re-size images to conform to • Max initial load: 40K • Subsequent max user polite file 
 • Subsequent max user polite file • Max animation loops: 0
728 x 90
design requirements. All images • Max File Size Flash/Rich Media: 
 load size: 1MB load size: 110K • Sound: None allowed
should be supplied in the 100K • Subsequent max user initiated file • Subsequent max user initiated file • Third-party tags: No
SUPER LEADERBOARD
appropriate size and aspect • Max animation time: 15 sec load size: 1.5MB load size: 2.2MB • Third-party tracking: Yes
970 x 90
ratios as specified below. • Max animation loops: 3 • Max File Size Flash/Rich Media: 
 • Max File Size Flash/Rich Media: • Expandable: No
970 x 66
Playboy.com cannot guarantee • Sound: user initiated only 100K 100K
the appearance of online • Third-party tags: Yes • Max animation time: 15 sec • Max animation time: 15 sec
PRE-ROLL
images provided in other sizes, • Third-party tracking: Yes • Max animation loops: 3 • Max animation loops: 3
640 x 480v, t400 x 300v
resolutions, or aspect ratios. • Expandable: Down • Sound: user initiated only • Sound: user initiated only
• Standard lead time: 1-3 days
There are no looping • Expandable width: 728 px • Third-party tags: Yes • Third-party tags: Yes
• Ad type: FLV, AVI, MOV
restrictions. Animated GIF and • Third-party tracking: Yes • Third-party tracking: Yes
• Expandable height: 250 px • Max standard file size: 5MB
HTML banners are allowed. • Close button required: No • Expandable: Down
• Close button required: Yes • Max animation time: 15- 30 sec
Playboy.com is capable of most • Max 24 FPS • Expandable width: 970
• Max 24 FPS • Max animation loops: 1
banner formats (Java, daughter
• Approved rich media vendors: • Expandable height: 250
• Sound: Yes
windows, etc.) and supports
Eyeblaster, Pointroll, Eyewonder, 
 • Close button required: Yes
rich media. Playboy only • Third-party tags: Yes
Dart , Motif, ARM • Max 24 FPS
supports HTTPS. • Third-party tracking: Yes
• Expandable: No
• Max 24 FPS
• Approved rich media vendors:
DART, MediaMind, Pointroll

PLAYBOY MAGAZINE CONDITIONS
Advertiser and its agency agree not to make any
reference to Playboy, its trademarks or its
properties without the prior written permission of
the publisher.
The word “advertisement” will be placed within
any advertising that, in the publisher’s opinion, so
warrants.
COMMISSIONS:
Agency: 15% to all recognized agencies.
Billing: Advertising bills rendered on the first of the
month preceding date of issue.
Cash discount applies to print only.
2% 10 days from invoice date; net 30 days.
Interest will be charged at the rate of 11/2% per
month on unpaid balances, or the highest rate
allowable by law.
OTHER CONDITIONS:
Advertisements are accepted upon the
representation that the advertiser and its agency
have the right to authorize publication of the
contents thereof. In consideration of such
publication, advertiser and its agency agree to
indemnify, defend and hold publisher harmless
PLAYBOY 2017 MEDIA KIT / GENERAL CONDITIONS
against any expense, claim or loss arising out of
publication.
Rates are subject to change by publisher without
notice. Rate base guarantee is based on ABC six-
month averages, and does not extend to
regional, state, metro and demographic buys.
All advertisements are subject to acceptance by
the Copy Acceptance Committee. Publisher
reserves the right not to accept any
advertisement, insertion order, space reservation
or position commitment at any time.
Representatives have no authority to approve or
accept any advertisement or commit publisher to
position of reservation space.
Positioning of advertisements is at the discretion
of the publisher, except when a request for a
specific preferred position is agreed to in writing
by the publisher.
Publisher shall have no liability for errors in key
numbers. Cancellations or changes in orders may
not be made by the advertiser or its agency after
the issue closing date as determined by publisher
on page one of this rate card. Cancellation or
changes of advertising will be honored only if
received in writing by an authorized representative
of Playboy in New York or Chicago and accepted
prior to the space closing date. Cancellation or
changes will be effective for all issues following
the closing date immediately succeeding the date
that said written cancellation is received and
accepted. All insertion orders are accepted subject
to provisions of our current rate card.
Publisher shall not be liable for any costs or
damages if for any reason it fails to publish any
advertisement. Publisher’s liability for any error or
omission in whole or in part shall not exceed the
cost of the space of the advertisement in which
the error occurred.
Orders from agencies or other third parties are
accepted on the condition that the advertiser is
jointly and severally liable for payment of charges
in the event the agency or third party does not
make payment for whatever reason, including
insolvency, for advertising that advertiser or its
agency or third party ordered and that was
published.
No conditions other than those set forth in this
rate card shall be binding on the publisher unless
specifically agreed to in writing by the publisher.
Publisher will not be bound by conditions printed
or appearing on order blanks or copy instructions
that conflict with provisions of this rate card,
except as provided herein.
Business publications contract and copy
regulations applicable to consumer magazines and
published by Standard Rate and Data Service are
binding upon publisher and advertiser, unless the
contrary is provided herein. Any claims by
advertisers, agencies or other third parties arising
out of or in connection with advertisements must
be brought within 12 months of the date such
claims arise or such claims are waived.
As used in this section entitled “General
Conditions,” the term publisher shall refer to
Playboy Enterprises International, Inc. All prices
herein are net of any sales and/or use tax, which
are the sole responsibility of the advertiser.
T H A N K Y O U

For More Information Contact: AdSales@Playboy.com