I think what Playboy's CEO said makes a lot of sense: "The difference between us and Vice is that we’re going after the guy with a job." If we imagine Vice and

I think what Playboy's CEO said makes a lot of sense: "The difference between us and Vice is that we’re going after the guy with a job." If we imagine Vice and GQ at two opposite ends of a spectrum -- Vice having the most substantive intellectual content but with a grungy punk aesthetic that wants to challenge and discomfort you, and with GQ having absolutely vapid content solely meant to showcase whatever suits or whiskey a sponsor is pushing but doing so with beautiful photography that's a pleasure to look at -- then it sounds like Playboy is positioning itself in the middle, like a thinking man's GQ or a convivial gentleman's Vice. But after I saw this announcement, I checked out their revamped website and it just looks like a slightly more grown-up version of Total Frat Move: skeevy clickbait for bros in the back half of their twenties. If they really want to go after the Vice fans with jobs, I hope their content editors ramp up original material (which Vice does extremely well) instead of repackaging viral videos and listicles for referral traffic.