Even though Hugh Hefner makes more money in a minute than you do in a year and lives in a house built entirely of high-grade silicone women, it’s hard not to feel a little bad for him.
Pretty much the minute internet porn was invented, his decades-old, soft-by-today’s-standards wank rag became largely irrelevant. Sure, it was a nice thing to send to soldiers abroad or to buy for vintage charm, but the real allure of Playboy- the articles- could be gotten for free, copiously, online. The brand has been kept alive but notoriously has taken a bit of a dive in recent years, except for one area in which it’s now making a bit of headway- social media.
Translating Facebook fans to cash is not super easy, but the magazine Playboy notably has over five and a half million fans on the social network. Impressive? Runners up Food Network Magazine and Vogue come in at just under 2.2 million and 1.8 million, respectively. Folio mag paraphrased Playboy social media director Matt Gibbs at a digital media conference last week as he discussed the secret to the girlie mag’s social media success:
Gibbs cites the integration of events in popular culture through sponsorships (recent tie-ins include box office successes like Bad Teacher and The Hangover Part II), as well as interaction with Playmates through FB, as proven attention getters. Playmates are encouraged to actively engage with fans through candid Q&A’s and link back toPlayboy’s main page. This linking has gained Playboy’s FB page hundreds of thousands of fans, according to Gibbs.
Rounding out the top five magazine brands on Facebook were Cooking With Paula Deen and People at around 1.6 and 1.3 million likes, respectively.