I don't think Playboy the brand will ever die, but it's going to morph into something else eventually - it has to. Softcore glamour is pretty dead. They were caught in a no win situation - a few years back there were rumors that Playboy was going to go non-nude and try to be a Maxim - they bought hardcore cable channels but either their heart wasn't in it or they failed - they remained what they've always been. The mainstream world still considers them as 'porn' and the porn world barely accepts them as 'porn'.
The truth is that Playboy used to be a man's fantasy and nowadays Playboy's biggest fans aren't men - they're young women. But they don't buy the magazine in any numbers and they certainly don't join websites.
Playboy.com really should be a free site aimed at women as much as men.
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