Playboy reports increase in ad pages and revenues

Business Wire, May 6, 1997

NEW YORK--(BUSINESS WIRE)--May 6, 1997--Playboy magazine publisher Richard Kinsler today reported a 13 percent increase in advertising pages for the first half of the 1997 calendar year based on a 17 percent ad page increase in the fiscal fourth quarter.

"Many advertisers are taking a fresh look at the Playboy package which has continued to maintain its position as the best selling magazine for men in the world while expanding into Playboy on line and Playboy marketing packages," said Kinsler.

"Much of the magazine's growth is attributable to new and returning advertisers, including HBO, Minolta, Aiwa, Stolichnaya, Glaxo Wellcome, Gargoyles and Chivas," Kinsler continues. "Playboy on line features advertisers who are also in the magazine, such as Sauza Tequila and web-endemic advertisers such as CNET."

A national trade advertising campaign launched in fiscal 1996 and continued in 1997 helped secure these new advertisers. The campaign -- Growing Up, I never thought I'd be in Playboy -- featured executives from prominent advertisers affirming the power and attraction of Playboy and the brand.

Playboy Enterprises, Inc. is an international media and entertainment company that publishes Playboy magazine in the United States and licenses editions internationally; develops and markets other branded media products, including newsstand specials, calendars, books, CD-ROMs and an on-line service; creates and distributes programming for domestic pay television, worldwide home video and international television; markets the Playboy trademark on apparel, accessories and products sold around the world; and operates a direct marketing business, including the Critics' Choice Video, Collectors' Choice Music and Playboy catalogs.

CONTACT: Playboy Enterprises Inc.

Diane Stefani, 212/261-5000, ext. 3635