Playboy Enterprises Inc. launched a website Tuesday that it swears will be safe to browse while at work, eliminating the need for men to throw themselves over their computer screen when the boss walks by.TheSmokingJacket.com will contain none of the nudity that makes Playboy.com NSFW -- not suitable for work. Instead, it'll rely on humor to reach Playboy's target audience, men 25 to 34 years old, when they are most likely to be in front of a computer screen.
"A lot of our audience logs on (to Playboy.com) after work and we saw that we were missing a golden opportunity to reach guys when they're online the most: when they're sitting at their desk, not working, sending e-mails to their friends," said Jimmy Jellinek, Playboy's editorial director.
The site, named after one of Playboy founder Hugh Hefner's favorite pieces of clothing (silkpajamas.com was taken), won't include the long interviews or in-depth articles found in Playboy.
Among the original content visitors to the site will see is a list of signs that show a man has given up trying to attract women. They include wearing Velcro sneakers and pants with elastic waistbands -- clothing Hef wouldn't be caught dead wearing, if he thought of wearing anything but his trademark jammies.
Because "Playboy" is just the kind of word that has companies putting up firewalls to keep their workers' minds on their jobs, the only thing in the name that suggests Playboy is behind the site are the bunny ears inside the 'o' in "TheSmokingJacket."
The site will be updated continually in the hopes to get men returning throughout the work day.
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