Less than two years after poaching the editor of newer rival Maxim to help draw younger readers to Playboy magazine, the middle-aged men's monthly is looking for a new editorial director.
Playboy Enterprises Inc. said James Kaminsky is stepping down as editorial director of the 50-year-old magazine but that he would take on a new role as vice president of special projects at the Chicago-based company.
The move comes as Playboy tries to find the right formula to attract younger readers who have flocked to newer magazines such as Maxim, FHM and Stuff, said Martin Walker, a magazine industry consultant.
The magazine hired Kaminsky from Dennis Publishing's Maxim in September 2002. Kaminsky replaced Playboy's longtime editorial boss Arthur Kretchmer. The revamped Playboy features more lifestyle, leisure and fashion stories.
But the magazine's sales picture has been mixed, failing to meet its rate base -- the sales guaranteed to advertisers -- in the second half of 2003. However, newsstand sales have risen, up 4.2% last year.