The Internet has claimed one of its highest profile victims yet: As of March 2016, Playboy magazine will no longer feature fully nude models. This follows on from August last year, when the Playboy website also stopped publishing nude photos and videos. Yes, you'll now be able to read Hugh Hefner's flagship publication, which published its first nude centrefold way back in 1953, just for the articles.

Speaking to The New York Times, Playboy CEO Scott Flanders explained the reasoning behind the change: "You’re now one click away from every sex act imaginable for free. And so it’s just passé at this juncture." Basically, Playboy stems from a time when nudity was racy and exciting; today, it's de rigueur. The circulation figures illustrate that fact nicely: from a peak of around 5.6 million subscribers in 1975, Playboy is now down to around 800,000.

The decision to revamp the magazine is no doubt predicated on last year's decision to remove nudity from the Playboy website. In 2014, before the change, the Playboy website had about 4 million users with an average age of 47; today, with no nudity, the site has about 16 million users with an average age of "just over 30."

The website isn't completely staid, of course, and neither will the re-imagined magazine. Cory Jones, the magazine's chief content officer, told the NYT that there would still be a Playmate of the Month, but the photos would be "PG-13" and "a little more accessible, a little more intimate." The NYT says that the photos in the magazine will be "less produced, more like the racier sections of Instagram."

In publishing and advertising terms, Playboy is changing direction so that it can capture the millennial—people between the ages of 18 and 30ish. Millennials are highly prized by advertisers, and thus also by publishers. Playboy currently makes most of its money from licensing its brand and logo across the world, and licensed editions of the magazine. The US edition, though, loses about $3 million per year. Attracting a larger, younger audience should result in higher advertising revenues.

The end result, then, is that Playboy is turning into something like Vice, but with more boobs. “The difference between us and Vice is that we’re going after the guy with a job," Jones said. He also explained that the new Playboy's sex columnist would be a "sex-positive female," that the magazine will continue to focus on in-depth interviews and investigative journalism, and that the magazine will feature more artwork—because research showed that millennials are drawn to art.