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Playboy's going back to being your daddy’s favorite magazine: one you read for the articles

The "Playboy Exposed" Private View at the Sony Ericsson Proud Camden on October 19, 2005 in London, England. The show features a selection of images charting the history of Hugh Hefner's men's magazine.
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Playboy magazine is turning 60 this year. But let’s be honest, it feels much older than that, doesn’t it? The power-that-be at the magazine knows it, too and to celebrate the special occasion they are embarking on a revamp to return Playboy to its former glory. Think smart, great writing by the likes of Norman Mailer and Tom Wolfe, but minus the big-haired, airbrushed bunnies.

One of the goals of the redesign is to feature women who are more natural and real. "You could tell by looking at it, the carpets had gotten a little bit musty," Playboy's editorial director, Jimmy Jellinek, told the LA Times. "We made a conscious decision two years ago that we needed to make some profound changes to the aesthetic and construction of the magazine."

This new tastefulness pervades all other aspects of the new magazine, from art direction to content. Playboy, like all magazines, has been bleeding advertisers and readers, but unlike others in the industry, it also has to contend with free online porn.

Jimmy Jellinek, editorial director of Playboy magazine