Letter from the editor-in-chief Dear Partners, Playboy, created by Hugh Hefner in 1953, has held the market leader position in sold copies on the men's lifestyle magazine market for the past 50 years. Many attempts have been made to copy the success of the concept without avail. Playboy with its unmatched editorial content holds a unique position in men's heart in all the countries where it is published, including Hungary. What is the secret of Playboy's success? I can outline it in three words: exclusivity, quality and innovation. Exclusivity: following the international editorial concept of Playboy, we always present stunning photo series as well as attention-grabbing and opinion-leading articles that Hungarian men and of course women can find only in our magazine. Our exclusive interviews, reports and photo series have shocked the public and caused discussion in the media. Quality: The Playboy logo, which is one of the worlds most recognised trademarks, does not allow for compromise: it represents the highest quality of editorial content and the highest quality of lifestyle. Our articles are produced by the best journalists and photographers in the country to offer quality and exclusivity unseen in any other title. We cover trends in all walks of life, such as travel, fashion, technical innovations, cars and watches in a service-oriented way by giving information, news and reports which fuel the dreams of our readers and offer achievable luxuries at the same time. Innovation: While the magazine upholds the international concept of being trendy yet elegant, 85% of our content and illustration material is Hungarian. We face new challenges each month and to stay interesting for our readers we must constantly change to keep up with the dynamics of the market. Go ahead. Use Playboy's success to build your own success. Best regards, Péter Radnai editor-in-chief