Playboy names president, will keep print magazine

Tue Oct 6, 2009 3:25pm EDT
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By Robert MacMillan

NEW YORK (Reuters) - Playboy Enterprises Inc on Tuesday named an 11-year veteran of the adult entertainment company as president, while its chief executive vowed to keep printing its namesake magazine.

Alex Vaickus will serve as the company's president, a new position, and will oversee all of its businesses including print, television and digital media, Playboy said in a statement.

He will report to Playboy Chief Executive Scott Flanders, who joined the company earlier this year from Freedom Communications, publisher of U.S. newspapers including the Orange County Register in California.

Vaickus joined Playboy in 1998 as a vice president of strategic planning. He later became president of Playboy's global licensing business, which helps the company make money from its Bunny Ears logo and other aspects of the adult entertainment magazine's storied history.

Before Playboy, Vaickus was a vice president at ConAgra and held several jobs at Sara Lee Corp.

Playboy also named Scott Stephen as executive vice president of Playboy's print and digital group.

Flanders will remain involved in the company's operations, but will focus on a "strategic repositioning" of the company as well as "business model changes across every segment of our business," he told Reuters in an interview.

He declined to say what these changes would be, but said that the company likely would announce some of them before the end of the year. They do not include closing Playboy magazine's print edition, he said.   Continued...

<p>Women attend a Playboy magazine party sponsored by a whisky brand in Caracas in this October 11, 2007 file photo. REUTERS/Jorge Silva</p>