Targeted at ‘mature successful men’, the local edition will not feature frontal nudity and according to editor-in-chief Beting Laygo Dolor will not be “as bold” as its American counterpart, but “not as tame” as the Indonesian version.
The 25th edition of the US-based magazine will go head-to-head with market leader FHM, which corners almost 71 per cent of the male-lifestyle category, and Maxim, which has 13 per cent.
In 2007, the editor of Playboy Indonesia faced indecency charges, although the magazine was considerably less risqué than men’s magazines already in the market of the Muslim-majority nation.
Proximity Philippines is the magazine’s agency-of-record for communications, which include direct, activation, digital and merchandising.
