Agency: Bartle Bogle Hegarty
By Katherine Levy, mediaweek.co.uk, Thursday, 12 August 2010 09:18AM
Priced at $4.99 (£3.20), the HD downloadable digital version of Playboy magazine has been edited to comply with Apple’s strict no-nudity policy. The previous iPhone app also toed the no-nudity line and was priced at $0.99 (63p).
US media website Minonline criticised the lack of pictorials and cartoons typical of the printed magazine, despite the inclusion of "attractive headshots".
The website said: "The problem for Playboy is that the missing pieces are so obvious because they are so well known."
The criticism throws an interesting light on the future of iPad publishing and whether full priced iPad Apps for magazines can be defended if a considerable amount of the original content is absent.
Playboy Enterprises is currently investing in its digital business. The company launched a website last month which was billed as a site suitable for accessing at work, called The Smoking Jacket.
Hugh Hefner announced plans to regain complete control of his publishing empire Playboy Enterprises Inc last month, by buying the remaining shares of the company he does not own. The move would value Playboy at $185m.
This article was first published on mediaweek.co.uk