Round two looms as Playboy tries to crack Indonesia

<P>Will Playboy Indonesia survive? The second issue of the magazine was released this month to a much calmer reception than the first - but where ads should have been, there were only blank pages. </P> <P><br><br><BR>The inside front cover offered a simple inscription: 'These blank pages are dedicated to our loyal clients, who have been threatened against placing ads in this magazine'. The message was signed by PT Velvet Media VP Ponti Corolus, publisher of Playboy Indonesia. </P> <P><br><br><BR>The message this sends is two-fold. From the publisher's point of view, it's a bold statement that the magazine will not fold in the face of death threats, violent protests or cancelled bookings. But for media analysts, it was perplexing. Can the title survive without advertisers? </P> <P><br><br><BR>According to Achie Francia, managing director of ZenithOptimedia Indonesia, Playboy's publisher also runs several other profitable titles, like football magazine FourFourTwo, which likely earns enough to sustain Playboy's losses. <BR>"It's still very early," Francia says. "They're getting a lot of press now - particularly because it's a huge American label - but this will pass and Playboy will have to earn its keep through content. But, frankly, even if they don't get advertisers, I think they'll still have people looking for (the magazine)." </P> <P><br><br><BR>The second issue claims to have doubled its circulation to 50,000, compared to oldtimers FHM and Maxim, which run a circulation of 85,000 and 35,000, respectively. </P> <P><br><br><BR>"More than anything, the Playboy hype will boost awareness levels of other male magazine titles, as readers will start comparing content and decide which one is right for them," says Andi Sadha, managing partner of Activate.</P> <P><br><br><BR>Corolus realises that the title must rely on distribution rather than advertising. Hence, efforts are focused in carving a niche for the magazine with an editorial-driven approach. "Most men's titles, like FHM and Maxim, are 40 to 45 per cent pictorial, whereas Playboy's is 16 per cent out of 160 pages," he says. "We don't want to be known as a picture magazine. We choose to write about content which addresses issues affecting our country." </P> <P><br><br><BR>The June issue features controversial articles about pork and alcohol - prohibited substances in the Muslim religion - and an interview with death-row convict Fabianus Tibo. "Plus, we don't carry any sex tips or nightlife articles, just like the original Playboy," Corolus says. "We're not breaking any rules. The magazine is very misunderstood here, but I think this will change." </P> <P><br><br><BR>It's a tough assignment for the magazine, which must not only wrestle with nonexistent advertisers, but also a culture with relatively low magazine readership. Sadha notes that advertising is crucial for any publication. But Corolus appears unconcerned. "Advertising is something we're still trying to figure out. Right now, we're more concerned with the editorial side than in counting pennies. I think once we can get our readers, the advertisers will naturally come." </P> <P> </P>