Penthouse softens approach in effort to lose porn image

Penthouse is cleaning up its image and targeting the buoyant lads’ magazine market with a major revamp next month.

Penthouse is cleaning up its image and targeting the buoyant lads’

magazine market with a major revamp next month.



The magazine is dropping its pornographic, in-your-face photography in

favour of a more subtle erotic approach in a bid to appeal to Loaded,

FHM and GQ readers.



The magazine franchise - which was taken over by Lancaster Publications

from Northern and Shell in January - has struggled with a low

circulation of around 20,000. Porn magazines are facing increasing

pressure as they are being squeezed out of the high street, with major

newsagents such as W. H. Smith dropping titles because of lack of

demand.



Andrew Cameron, the former managing director of the Express Newspaper

Group and president of Penthouse UK, said: ’We are interested in a

magazine which will be accepted by women as well as men. Explicit

magazines are dying; you get that on the Internet and porn channels. We

are launching a new magazine with an erotic 20th-century approach as

opposed to the fairly basic gynaecological review stuff.’



Penthouse is anxious to boost its mix of advertisers and attract

mainstream clients. Lancaster is pitching the new-look magazine to

quality advertisers targeting young ABC1 men.



Leagas Shafron Davis has been appointed to create Penthouse’s relaunch

advertising, which will target the 18-34 male and female market. A

poster campaign will break two weeks before the relaunch on 13 August.



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