I have now seen the first issue of Playboy 2.0 — technically, Volume 63, Number 2 — and there are three conclusions to be drawn:
- Looks a lot like Maxim.
- Looks a whole lot like Maxim.
- Looks so much like Maxim that I wouldn’t be surprised if Maxim sued.
Seriously. Not only has Playboy installed the larger page size Maxim implemented last year, the House That Hef Built has also shifted the emphasis, Maxim-like, toward more guy gadgets and stuff and away from female bits: more AT&T, less TT&A. Most of the magazine’s most enduring, if occasionally least endearing, columns have been swept away: I won’t miss the Party Jokes, and the opposing “Men” and “Women” pages have been declining for years, though I did enjoy “Raw Data” and I truly regret the passing of the Playboy Advisor. (The Advisor, at least, seems to be available on the Web.)
On an almost-positive note, the Playmate Data Sheet is no longer called that, and is no longer rendered in the young lady’s handwriting, but it does offer some social-media contacts. (Follow Miss March 2016 on Twitter at @dreelovechild.) And photo director Rebecca H. Black, who has presided over recent improvements in the product imaging, remains.