The internet is a big part of it, but I think lack of focus is the larger issue.

Penthouse could never decide what kind of a magazine it wanted to be... it wanted to be a men's magazine with serious journalism and columnists YET at the same time erotic stories; it was harder core than Playboy (to the point where Playboy ceasaed to be regarded as "pornographic").

Ironically, I think the death knell came when Penthouse decided to raise the bar and start showing penetration; now you had two very far apart magazine concepts under one cover ("articles" and true hard-core porn) and it just didn't work.

Playboy really is in the Maxim category, and its been smart not to go graphic; actually, I think Playboy's health has improved lately, but I could be wrong.

Hustler's strength is that they are very focused: this is porn, pure and simple; also they have created such a culture for themselves that its a strong brand. Multiple fetish magazines with internet tie ins and a faily healthy video line keeps them going as players. They know their market (Hustler, amusing;y, is the most popular magazine in US prisons) and they hit it dead-on. They're here for a while.

Penthouse has a little for everyone, and it engenders no loyalties because of it. That's how to kill a business.

O.

I've always thought that if Maxim began doing nude pictorials instead of just cheese cake, they'd become the Playboy of the 21st century... The magazine is hip, sarcastic and in tune with the current trends, music and fashions... in short, exactly what Playboy was in the 50's.

As to Playboy fading, I don't know, but regarding Hustler,  i think they''re doing just fine... Larry Flynt realizes that you can never go wrong by catering to the lowest common denominator of the public's taste.

And while we're on the subject... here's my biggest gripe with Hustler.... Can't they afford to dress their models (even occasionally) in lingerie... maybe stockings or high-heels.  EVERY damn pictorial the do is by a pool or at the beach... I mean, the girl's ass coated in a layer of sand is hot, but not every damn month!

It reminds me of the Playboy layout on the Barbie Twins... now, if any women were perfectly built for stockings, garter belts and stiletto pumps, it was Shay and Sia... so Playboy has them rolling in mud... Then they do a second layout, and more of the same... at the friggin' beach...  Sheesh!