Magazines generally look to appease the reader’s sensibilities and cater to their own personal boundaries. It is rare that a magazine grows in popularity for challenging the authority of the reader. Jason Buhrmester, Playboy’s new executive editor, fell in love years ago and his love has only grown stronger with time.
Appointed executive editor this month, Buhrmester could not be more excited to take over. The publication has been a part of his writing life since he first joined Playboy online at twenty-five years old and, most recently, as senior editor at the magazine. In between roles at Playboy, he served as the editor for Inked Magazine.
Since joining Playboy, his courtship with the magazine has blossomed into full-blown infatuation. This relationship is founded on a mutual rebellious nature, but more so, on an honored respect that he has for the magazine’s origin and design.
“Playboy is designed to challenge the readers on multiple levels – sexually, politically, philosophically, and intellectually.”
This challenge to the reader’s authority draws out a very personal, very direct investigation into the depth of their own principles and conventions. This creates a stimulating experience unlike any other magazine can offer the reader.
“Everyone remembers where they were the first time they saw an issue. No other magazine makes that impact on a reader,” he said.
Playboy has never been conventional in its content, and the same is true about its creation. “Playboy wasn’t born in a boardroom with a PowerPoint presentation about brand management. It was built by Hef at card table in his Chicago apartment,” he said.
Buhrmester’s zest for his work as a journalist measures up to the passion Playboy’s readership shares for the magazine. He recalled his first lessons in real world journalism stemming from screaming matches in his college newsroom. He was quickly advised that his passion, if left unchecked, would lead to problems down the road.
“Passion is great, but it can be overwhelming and self-destructive,” he said. Thankfully over the years, he has learned to channel his energy into his work and the results speak for themselves.
Any passion without direction can distract from the overall goal of serving the audience, and the audience is always at the forefront of his mind when choosing story topics, as well as the utmost important criteria – originality.
“I don’t want some men’s magazine trope that has been wrung out,” Buhrmester said. “I don’t mind going down a path that might not lead to exactly what we hoped for, but I don’t want to start down a path that has been worn out by every other outlet.”
In his first year as executive editor, he hopes to recruit talented investigative writers to seek out stories that will compel readers and leave them with a new perspective. Playboy has a long tradition with engaging and timely investigative exposés. He noted that Mark Boal’s The Hurt Locker started in the pages of Playboy, as well as a piece on the BALCO steroids scandal.
Another piece of originality stems from the slew of famous writers whose written work has appeared in the pages of Playboy. The list is as extensive as it is impressive, including the likes of Hunter S. Thompson, Norman Mailer, Vladimir Nabokov and Jack Kerouac, among others. He especially likes to feature writers covering something unexpected.
“Most recently, Trainspotting author Irvine Welsh wrote a piece for me on the explosion of electronic dance music in America. It’s one of my favorite pieces I’ve worked on.”
While he doesn’t look forward to the increased time dealing with contracts and conference calls, Buhrmester is eager to let his own aesthetic and expertise define the magazine’s editorial through seeking out new writers.
Buhrmester is a big fan of the recent surge in social media that has ripped through journalism. He has seen the new wave of writers using devices such as Twitter and Instagram in new and ingenious ways to promote stories and shape their voices. He finds that these social media platforms are useful tools and the smart writers have acclimated to the evolution.
“If you’re smart, you can unfold a story in many more ways than you could solely in a print magazine. I view social media as endless sidebars,” he said.
In the upcoming April issue of Playboy, social media was used to magnify coverage of featured hip-hop legend, The D.O.C.
“We were lucky enough to have him do some cool things such as curate our Tumblr page for a week and build a Spotify playlist of his all-time favorite hip-hop tracks. This expanded the story in new ways.”
Allowing readers to engage stories beyond the written word is a new endeavor that many magazines are delving into and Buhrmester is embracing it wholeheartedly.
Playboy has always been a rebel’s magazine promoting a fearless spirit of freedom and has never been afraid to push boundaries.
Pitching Tips
Buhrmester prefers pitches to be sent via email and to make the pitch tailored to readers of Playboy.
“Our readers are young, educated and adventurous, so it should appeal to them. I don’t need pitches on the best new baby trends or ladies beauty products.”
The best way to catch his attention is a smart pitch that is sensitive to the reader that a journalist is serving.
Don’t mention in the pitch that the magazine has not been read because, in Burhmester’s words, “You should. It’s amazing.”
He is available on Twitter at @jbuhrmester.
