PLAYBOY MAKES APPEAL TO YOUTH IN WEB SITE ADS: DOT-COM EFFORT WILL USE PRINT, OUTDOOR; DRIVE PRECEDES IPO.(Brief Article)(Statistical Data Included)

Advertising Age, October, 1999 by Cuneo, Alice Z.; Kerwin, Ann Marie

Playboy Enterprises, 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, aims at drawing in younger, more Internet-savvy readers. It will start in January and use outdoor in New York and Los Angeles and possibly Chicago.

In addition, a magazine buy including young men's books such as Bikini, Gear and Yahoo Internet Life also is under consideration.

Creative, from agency Ko-vel/Fuller, Los Angeles, will focus on a visual showing a dot taken from the artwork separating the Playboy rabbit head icon and the com ending for the Web address. Each ad will promote a...

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