The sixty-two year-old Playboy magazine is finally going mobile.

Playboy Enterprises announced on Wednesday that the publication will be available to download in the iTunes App and Google Play stores, presumably as part of the company’s larger effort to reposition itself as a millennial lifestyle brand.

“Inclusion in the iTunes and Google Play stores is an important milestone for Playboy as we continue to explore opportunities to introduce our content to new audiences all over the world,” David Israel, the company’s COO and CFO, said in a statement.

427425One issue of Playboy costs $5.99 on the app, while a year subscription costs $17.99. The magazine joins two other apps Playboy has already released: a companion to its website, called Playboy Now, and an app to access archived material, called Playboy Classic.

According to Playboy, the brand shift has helped secure younger readership, the average reader age dropped from 47 to 30.5 years old. It all started when Playboy redesigned its website to not include nudes: the new site went live in August 2014, and by December Playboy’s traffic skyrocketed from 4 to 20 million unique monthly visitors, according to Quartz.

Prior to its rebranding, Playboy had been struggling against the deluge of Internet porn—something that made its nudes look expensive and inaccessible in comparison.

“You’re now one click away from every sex act imaginable for free. And so it’s just passé at this juncture,” Playboy’s CEO Scott Flanders told the New York Times last year.


This move to mobile was a long time coming for Playboy. Its magazine sales, like those of most print media, have flailed. Circulation dropped from 5.6 million in 1975 to around 800,000 in late 2014.