Last year, the iconic men’s magazine Playboy decided to stop publishing photographs of nude women in an effort to remake itself into a more mainstream publication. That change allowed the magazine to be displayed more prominently at newsstands but there weren’t enough sales to overcome their loss of subscribers, so they are bringing nudity back.

.@Playboy is putting nudity back in the magazine with a #NakedIsNormal campaign. 2nd choice for campaign name was #ArticlesWereBoring. — Jason (@jcstauff) February 13, 2017

Hugh Hefner’s son Cooper never liked the idea of a non-nude format and he was placed in charge of the magazine’s content in October 2016.

The 63-year-old legendary men’s magazine is bringing back nude models in its upcoming issue — one year after banning naked photos in an effort to boost circulation and attract more mainstream advertisers. That effort obviously has failed. The move comes four months after Cooper Hefner, the son of founder Hugh Hefner and an outspoken critic of the move to ban nude models, was installed as chief creative officer last October.

Apparently people who said they only “read it for the articles” were stretching the truth.

“I’ll be the first to admit the way in which the magazine portrayed nudity was dated, but removing it entirely was a mistake,” Cooper Hefner tweeted Monday. “Nudity was never the problem, because nudity isn’t a problem. Today, we’re taking our identity back and rediscovering who we are.” The new issue displays breasts and butts, but not full frontal nudity that had typified the earlier incarnation before the switch with the March issue a full year earlier. While the “no nudes” permitted greater ability to display the magazine on newsstands, the rise in newsstand sales apparently did not offset the plunge in subscription sales.

The people who presided over the no-nude change have been stripped of their duties.