Playboy Goes From 'Jack It' To 'Jacket' In Online Venture

Playboy has got things all backwards — the fabled skin rag has made a web site that leaves the nude pictures behind.

The Smoking Jacket, self-described as “Playboy’s new safe-for-work site that provides guys with smart and sexy distractions throughout the day,” aims to cash in on the “I read it for the articles” crowd.

Note the important distinction that the site is for guys, because it’s well known at the country club that broads aren’t interested in “smart and sexy distractions” throughout their days.

The site is young but so far looks like a weak facsimile of Maxim. But maybe the Jacket will eventually draw upon the magazine’s reputation for classy, in-depth reporting, celebrity interviews and short stories from famous authors.