Playboy launches a safe-for-work website

Tuesday, July 20, 2010

Finally, something for those guys who say they read Playboy for the articles: a chance to prove it. playboynew295

Playboy Enterprises launched a website Tuesday that it swears will be safe to browse while at work, eliminating the need for men to throw themselves over their computer screen when the boss walks by.

TheSmokingJacket.com will contain none of the nudity that makes Playboy.com NSFW -- not suitable for work. Instead, it'll rely on humor to reach Playboy's target audience, men 25 to 34 years old, when they are most likely to be in front of a computer screen. Screenshot_1

"A lot of our audience logs on (to Playboy.com) after work and we saw that we were missing a golden opportunity to reach guys when they're online the most: when they're sitting at their desk, not working, sending e-mails to their friends," said Jimmy Jellinek, Playboy's editorial director.
The site, named after one of Playboy founder Hugh Hefner's favorite pieces of clothing (silkpajamas.com was taken), won't include the long interviews or in-depth articles found in Playboy.

Instead, it's meant to be decidedly un-serious. Or, in the parlance of its audience, ROFL -- rolling on the floor, laughing. And cool, "basically a juke box of cool," said Jellinek.

Among the original content visitors to the site will see is a list of signs that show a man has given up trying to attract women. They include wearing Velcro sneakers and pants with elastic waistbands -- clothing Hef wouldn't be caught dead wearing, if he thought of wearing anything but his trademark jammies.

The site will dip into the Playboy archives with photographs like those from the 1983 Playmate Playoffs, in which bathing suit-clad women competed in games such as a tug-of-war. There will be links to the kinds of things people are already e-mailing their friends, from funny moments on television shows such as "The Colbert Report" and "The Daily Show" to a Korean Parliament brawl that's been a big Web hit recently.

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