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PLAYBOY ADS TARGET YOUNGER AUDIENCE: LURING INTERNET-SAVVY USERS TO SITE.
Crain's Chicago Business, October, 1999 by CUNEO, ALICE Z.
Playboy Enterprises Inc., bidding to make itself as essential to young men as Walt Disney Co. is to kids, is gearing up a major consumer advertising effort for its Playboy.com Web site. The campaign, with spending estimated in the $5-million-to-$10-million range, is aimed at drawing in younger, more-Internet-savvy readers.
It will start in January and will feature outdoor advertising in New York and Los Angeles and possibly Chicago. In addition, the Chicago-based media and entertainment company is considering buying ad space in magazines targeting young men, including Bikini, Gear and Yahoo Internet Life. The ads, developed by Los Angeles-based ad agency Kovel/Fuller, will promote specific events taking place on the Playboy site. ``What started as a...
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