Amanda Beard is the complete package: beauty, composure, great public image, and athletic prowess. A three-time American Olympian with many swimming medals to her credit, she has parlayed her accomplishments into a career as a model (Sports Illustrated Swimsuit edition and others) and spokesperson (Red Bull). Now, she has agreed to give America a peak beneath the red, white and blue in a photo spread for Playboy (NYSE: PLA).
Her appearance is another coup for a company that has made great strides in airbrushing the worry lines from a once-tired brand. At one time, the flesh magazine trade could find success offering nubile and attractive but anonymous females. The market, however, has been changed forever by the Internet, and for magazines such as Hef's to succeed, they need exclusive content.
The money shots are those of women who have built their own fame beforehand, and contribute their credibility to the magazine's. (Are you listening, Condoleezza Rice?) Look at the list of those who have appeared over the past few years: Drew Barrymore, Katarina Witt, Mariah Carey,
If ever there was a company whose success depends on its brand, Playboy is that company. Playboy's brand, at its best, represents the playful side of sex, clearly differentiated from the tsunami of misogynist porn swamping the Internet. Featuring models with positive public images isn't just good business for Playboy, it's essential.
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