Question-and-Answer Session
Operator
(Operator Instructions) Our first question will come from David Bank from RBC Capital Markets.
David Bank - RBC Capital Markets
Thank you. Good morning and thanks for all the color. A couple of questions -- first off, can you talk about -- I guess for the second time we are seeing the compression of two issues into one issue where I think we saw August/July becoming one issue and now it looks like we are going to see January/February become one issue. Can you actually quantify what you expect to save from an OI perspective this time around, given the experience you just had by compressing the two issues? And is there a signal here that if this is such a good strategy, why don’t we kind of just do it all the time?
The second question is if you -- you said that the girls next door premiered to I think the highest ratings that it’s ever premiered to in its sixth season. How is it holding up and what is going on with rating trends in the property? What does it tell you about the strength of the brand?
And I guess the last question is I appreciate your limited ability to give us more quantifiable targets but can you give us a quantifiable target on when you will give us quantifiable targets? So I guess a kind of timeframe in which we expect to hear more quantifiable targets. Thank you for all the questions.
Scott N. Flanders
Thanks, David. On the -- starting with the magazine question, about $1 million was save in the July/August issue as reductions in manufacturing and shipping expense were partially offset by higher editorial costs than we would have with just one standard monthly magazine. But -- and it was successful enough and received positively enough by our readership that we determined to do this again. But there is a -- there’s some offsetting factors that we have consider if we were to evaluate doing so on say a moving to a six times per year publishing cycle. And that is you have the risk of losing newsstand presence and not being able to deliver a consistent reach and frequency to the advertiser base and also our subscribers over more than 50 years have come to expect a monthly issue of Playboy arriving in their mailboxes.
And so I believe that we are unlikely to reduce frequency beyond 10 times per year.
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