Playboy slashes ad rates; Readers to pay more for printed porn
Playboy is slashing its guaranteed paid circulation for advertisers -- the all-important metric known as rate base -- by 4.7%, to 3 million from 3.15 million, and hiking its cover price to $5.99 from $4.99.
Playboy is facing stiff competition from a relaunched Penthouse and from "softer" mags such Maxim and FHM. It also faces tough competition from the Internet - where you can get high quality "articles" for free.
Playboy Circulation stats:
Penthouse had an average paid circulation of 355,698 during the first half of this year, down from 400,229 during the first half of 2004, according to its filings with the Audit Bureau of Circulations.
Playboy's rate-base reduction takes effect with January issue; the cover price will rise one month later. A spokeswoman did not return a call seeking comment by deadline.