Playboy to launch in Philippines, eyes mature Dads

MANILA (Reuters) - Playboy magazine is launching in the Philippines next month and will be targeting mature men who like well-written articles and tasteful photographs of semi-nude women.

"Maxim and FHM are called laddy magazines. We can be called a Dad magazine," Beting Laygo Dolor, Playboy Philippines' editor, told Reuters on Thursday.

"We are targeting a more mature market, Filipino men, 30 and above."

"There will be no full frontal nudity."

Mens' magazines with risque photos are already sold in the Philippines, which despite being a largely Catholic country has a macho culture that encourages promiscuity.

Although rural areas are more conservative, Manila and other large cities have a relaxed attitude to sex.

Dolor, who describes himself as a "bad Catholic," said the religion's values had influenced the decision not to go for a raunchier look for the magazine.

"I don't want to be ashamed to show it to my mother," said the father of four. "I have daughters in their twenties. It's something that I want them to also enjoy. I want them to be proud of their Dad."

Founded in 1953, Playboy has some 20 local editions around the world that cater to local taste rather than simply exporting and translating its U.S. content.  Continued...