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The Internet put Playboy in a chokehold two decades ago, and Playboy is just now realizing it got beat. The magazine is tapping out, and cleaning up it’s act to try to attract a new customer base, including women. As part of a redesign that will be launched next March, the print edition of Playboy will still feature women in provocative poses, but not full nudes. While Playboy was a pioneer of sex and nudity in mainstream media and markets, now it is all but irrelevant in the market it helped to create. “That battle has been fought and won,” said Scott Flanders, the company’s chief executive. “You’re now one click away from every sex act imaginable for free. And so it’s just passé at this juncture.” The hard numbers just don’t lie. Playboy’s circulation has dropped from 5.6 million in 1975 to about 800,000 now, according to the Alliance for Audited Media. In the transition, Scott said, the magazine sought to answer a key question: “if you take nudity out, what’s left?” Not much. There will still be a Playmate of the Month, but the pictures will be “PG-13” and less produced, more like Instagram shots. “A little more accessible, a little more intimate,” he said. Whether there will still be a centerfold is uncertain. The United States edition loses about $3 million a year.

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