Who is the Playboy Jr. reader? He’s a cultured young man who appreciates a finely-wrought gag cartoon and recognizes a quality spit-ball when he sees one. A grade-school go-getter with a zest for life and leisure, who know that the world is his oyster, his room is his castle, and if you fold over the Land O Lakes label a certain way, you can make the Indian lady’s knees look like boobies.
Hugh Hefner, Playboy’s founder and figurehead, says, "As a proud father and public figure, I realized that we must instill values in our children at an early age. Unbridled hedonism and voracious acquisition of luxury goods are not innate; they’re taught, much like logic, or tying sailor’s knots."
In addition to its educational value, Playboy Jr. hopes to encourage brand loyalty among its readership, cultivating future Playboy Magazine and Playboy Channel fans. Christine Hefner, Playboy’s CEO, states that "focus groups show that boys in our target demo are already Playboy enthusiasts (whether their parent know it or not) thanks to the fact that men seem to think that the underwear drawer makes for a clever hiding place, and most adults are too lazy to learn how to work the Parental Lockout option on their cable box."
The premiere issue of Playboy Jr. will feature smart, engaging articles which appeal to the modern male youngster:
… "I See London, I See France: The Classic Allure of Panties"
… "What To Do When Girls Stop Being Yucky"
… Playboy Jr. Party Jokes, compiled by famed humorist I.P Daily
… "Does She "Stuff"? How to Tell"
… "Picking at Scabs: A Medical Roundtable"
… "He Spit on Me!: Coping With a Woman Scorned"
… "Restoring and Collecting Vintage Hot Wheels"
And in a tradition of breakthrough medical reportage, Playboy Jr. is proud to publish a controversial study, prepared by the world-famous Kinsey Institute, that is sure to make waves: "Do Mom and Dad Do It?"
Small-fry connoisseurs of Playboy-style pictorials will find themselves jumping around like they have to go to the bathroom when they get a look at this month’s special feature: a provocative and revealing 16-page layout by internationally known photographer Rod Vaselino, featuring pictures of third-grade teacher Ms. Melody Grimzek in that white dress where you can see stuff.
Despite its debut in a challenging publishing climate, Playboy Jr. is poised for success. Playboy Jr. will cater to a receptive, stupefied audience of young men, eager to spend their discretionary income on products ranging from expensive gizmo-laden sneakers to colored sugar packaged in tiny plastic garbage cans. Studies find that Captain Crunch is more recognizable than the Pope among boys 6-12, demonstrating that marketing to the young can pay off in long-term revenues.
The launch of Playboy Jr. is a media milestone, a cause for celebration among the ranks of budding Hefs-in-training, filling a long neglected niche in the marketplace: quality entertainment for the schoolyard sophisticate.
"I wish there was such a magazine around when I was a child," says the senior Hefner. "I had to make do with girdle ads. I hope no young boy will ever have to go through that again."
The magazine will launch with a cover price of $2.95 (0r $1.95, two tadpoles, and a picture of someone’s sister in a bathing suit.)