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 makes up almost 71 per cent of the male-lifestyle category, and Maxim, which has 13 per cent.
Memo Moreno, social media director of MindShare Philippines, explained: “It will take at least three months before advertisers become interested. There will be a wait-and-see approach. They would be curious about how different the magazine could be from FHM and Maxim.”