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This article first appeared on The Conversation.

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Last week Playboy offered the latest example of how much times are changing in the digital age.

The pioneer of soft-core porn announced that it is no longer going to publish images of naked women, beginning in March. Before we all celebrate this as a feminist victory, we need to ask why Playboy has now decided to rebrand itself as a lifestyle magazine for young men, very much like FHM and Vice, or, put another real way, Cosmopolitan for men.

Playboy successfully launched porn as a viable mainstream industry, but ironically, it is a new sufferer of the opposition it spawned now. Playboy merely cannot contend in the globe of fashionable adult porn because its pin-up type photographs appear dull, bland and, yes, antiquated, subsequent to the hard-core and cruel pictures that are usually mainstream in the Net now. The industry has evolved from soft-core magazines to hard-core Internet platforms, and Playboy's old advertising-based business model became obsolete.

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Playboy is your father's porn, with young, naked, white mostly, airbrushed women smiling coyly at the camera as they frolic on a beach or a meadow. Today's average porn user-typically male-would most likely die of boredom before he got to the centerfold, given the intensity, violence and brutality of acts that he has become so accustomed to as he clicks hwill be way through pornhub.youporn or com.com.

As academics, we have studied porn for many years as a cultural and business phenomenon that shapes our society in deep and insidious ways, with negative impacts on gender equality and public health. We've also brought our expertise to bear in advocacy and legal struggles.

Our analysis of the evolution of the porn industry suggests that Playboy's move really represents the triumph of mainstream porn and not a victory for women.

Winning the battle, losing the pugilative war?

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That the magazine opened the way for more hardcore porn is not lost on Playboy executives, who told The New York Times that Playboy's goal of making porn part of mainstream media culture is a "battle" that "has been fought and won." Anyone common with this background of Playboy will find out that making use of the phrase challenge is usually certainly not overkill.

Playboy had to fight many battles to survive.

First with the right wing, which wanted to shutter the magazine because of its intended meaningful threat and bankruptcy to the heterosexual family. How quaint. As well compared to Playboy had been feminists, who saw the images as sexist and degrading, and organized numerous protests against the magazine. However, the biggest challenge of all was the need to attract advertising dollars from big name companies that, in the conservative 1950s, were squeamish about placing ads for their products next to what was then considered scandalous pictures of semi-nude women.

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Playboy eventually won these battles and became one of the most successful and profitable magazines in the history of publishing. However, to keep that genuine method, Playboy had to negotiate a very careful balancing act between the need to attract advertising from businesses and marketing agencies with clear policies proscribing explicit images, while together construction blood flow by trying to keep viewers fascinated in the erotic information.

It was this built-in conflict that eventually led to Playboy's downfall-and $3 million in annual losses-and explains why it has given up competing in the porn market, which has increasingly become something Hugh Hefner wouldn't recognize when he founded the magazine in 1953.

Selling a lifestyle (and nudes)

Hefner was a brilliant businessman who understood that the only way to sell porn in the 1950s and also attract advertising dollars had been to wrap the magazine in the cloak of upper middle-class respectability. In the first issue of Playboy, Hefner told his readers:

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We like our apartment. We enjoy mixing up cocktails and an hors-d'oeuvre or two, putting a little mood music on the phonograph and inviting in a female acquaintance for a quiet discussion on Picasso, Nietzsche, Jazz, Sex.

The markers of upper-class life were an attempt to avoid the sleaze factor that had previously been associated with porn. The articles, interviews and stories have been needed as a cover during the early days of Playboy because porn use was stigmatized as low-class.

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Playboy spent much of its early years crafting a magazine that taught upwardly mobile white men what clothes to wear, what furniture to obtain for the office, what food to cook and, most importantly, how this consumption would attract the real prize: lots of women, merely like the kinds in the centerfolds.

Playboy thus not only commodified sexuality, it sexualized commodities also. Hefner revealed this strategy of sexualizing consumption when he explained:

Playboy is a combination of sex … and status … the sex actually includes not only the Playmate and the cartoons and the jokes which describe boy-girl situations, but comes most suitable in all the support features down.

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Hefner, by sexualizing consumption, provided an extremely hospitable environment for advertisers looking to expand in the post-war boom. By the finish of 1955, advertisers had overcome their initial fear of advertising in a "men's entertainment" magazine and were, according to author Thomas Weyr, "clamoring to buy."

A rabbit hunter emerges

Ironically, it was in 1969 that Playboy came up against its first real competitor, Penthouse, and in the struggle it learned lessons that help explain why it has been forced to rebrand today.

In the summer of 1969, full-page ads appeared in The New York Times, the Chicago Tribune and the Los Angeles Times showing the Playboy bunny caught in the cross-hairs of a rifle. The caption read, "We're going rabbit hunting."

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Robert Guccione, editor-publisher of Penthouse magazine, aimed to compete with Playboy by emulating its format of having both a literary and service side, while getting the pictorials even more explicit sexually. He did this by foregoing advertising revenue in the short term, planning to draw in the advertisers after he had put Playboy out of business. In a March 1970 Newsweek article on Penthouse, Guccione is quoted as saying:

I'm not coming to America to be number No 2 … in five years, Penthouse and Playboy can get locked inside of a good toe-to-toe opposition.

At first Hefner ignored Penthouse, seeing it as a poor imitator of his magazine, but by the end of 1970, Penthouse's circulation had reached 1.5 million, and Hefner decided that it was time to go to war by making his centerfolds more sexually explicit.

In August 1971, Penthouse carried its first full-frontal centerfold, and, january 1972 in, Playboy did the same.

The change in policy was successful: by September 1972, Playboy's circulation had risen to 7 million, but the magazine's advertisers were beginning to complain about the explicit nature of the pictorials, and high-level executives had to fly to New York to placate them.

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Eventually, due to the outside pressure of advertisers, inner fights with writers and the appearance of various other competition like just as Gallery and Hustler, which captured the hard-core market, Hefner capitulated to Penthouse, sending a memo to all the department editors informing them that Playboy would cease to cater to "hard-core" readers. He would come back to its past ideals instead.

Circulation figures from the nineties suggest that Hefner made the right decision. Playboy nonetheless experienced no legitimate competition as it efficiently decided the industry for a good soft-core newspaper. In 1995, Playboy acquired a regular blood circulation of practically 3. 5 million while Penthouse reported over 1 million just.

Penthouse, on the other hand, positiined itself between soft-core Playboy and increasingly hard-core Hustler-not the best move from a competitive standpoint. It couldn't attract the writers or interview subjects that provided Playboy with its markers of respectability and thus strong advertising revenues, nor could it risk offending the advertisers it already had by emulating the content of more hard-core magazines to grow subscribers.

Ironically, 20 decades eventually this will be just where Playboy right now realizes itself, in a entire world where Web adult movie has got become more violent and abusive than Penthouse and also Hustler far.

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To keep its image as a magazine for the well-heeled male, Playboy needs to continue to wrap itself in upper-class trappings, but were it to compete with mainstream Internet porn, every advertiser would flee.

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To give a sense of just how cruel and violent this porn has become, psychologist Ana Bridges and her team at the University of Arkansas found that a majority of scenes from 50 of the top-rented porn movies contained both physical and verbal abuse targeted against the female performers. And 90% of scenes contained at least one aggressive act if both physical and verbal aggression were combined.

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Modern porn bids farewell to the girl next door

And that's why Playboy's "girl next door" had to go, because it couldn't compete with the growing misogyny and explicitness of modern mainstream porn, in which a so-called "bitch" or "slut" supposedly prefers being gagged with a penis to gazing at the camera provocatively as she picks flowers in the nude.

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The new denuded Playboy is still aiming for the higher-end male, according to Scott Flanders, Playboy's chief executive, who describes how hwill be target audience differs from other men's lifestyle magazines by being "the guy with a job."

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Whether this rebranding will work remains to be seen.

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That's because as Playboy wjust as working hard to keep its advertisers happy by staying soft core, another continuous enterprise emerged on and produced a hurting by vacuuming up the serious porn industry. That little-known company has played a dramatic role in reshaping the entire business strategy of porn for the Internet age. Called Manwin Originally, this Luxembourg-based business (renamed MindGeek in 2013 after CEO Fabian Thylmann stepped down following his arrest on charges of tax evasion) advertises itself as driving "the state of technology forward, developing industry-leading solutions enabling faster, more efficient delivery of content every second to millions of customers worldwide."

That bland description masks the fact that this company is the biggest distributor of porn in the world. However, according to an article on the website therichest.com, MindGeek is "hands down" the world's top distributor of porn, owning most of the biggest players, from Reality Kings (38 sites) to Brazzers (35 sites).

Brave new world of porn

MindGeek has revolutionized the business model and doesn't have to worry about alienating advertisers.

Playboy will now try to compete more directly with other men's lifestyle magazines and needs advertising related to content around fashion, gadgets and health. MindGeek, by contrast, makes money from a sophisticated system that relies on payment for click-throughs from free content with ads for webcams and "dating" services to subscription services.

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The free porn sites have so much traffic-more than 100 million visitors a day-that dominant companies can monetize the digital real estate without relying on conventional advertisers. MindGeek operates like a lead company in a global value chain, consolidating vast amounts of content produced by subcontractors and circulating users around its system of linked sites.

Feras Antoon, CEO of Brazzers, told New York magazine that free porn sites have so "vastly enlarged the total universe of porn consumers that the number of those who pay has ballooned along with it."

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Clearly, Playboy will be right now also even behind the instances to compete in this remarkably superior Internet universe of company. Weighted down by the Hefner musical legacy that will be hence final one hundred year, it will struggle to find a niche as a men's lifestyle magazine.

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But whether Playboy's move to reshift nudes and reposition the brand succeeds or fails, it will be way from a win for women-rather, the marketplace is reflected by it and cultural triumph of mainstream hard-core porn.

Gail Dines, professor of sociology and women's studies, Wheelock College, and David L Levy, professor of management, representative of the Centre for Ecological Regional and Organization Competitiveness, University of Massachusetts Boston. This article was published on The Conversation. Read the original article.