Swedes, Norwegians forced to read 'Playboy' in English

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OSLO--The Oslo-based magazine publisher Media Holding is to cease publication of the Norwegian and Swedish language editions of Playboy.

The decision was based on falling circulation and a serious dip in profitability. Media Holding executives say the popularity of the Internet in Scandinavia, where every second home has an Internet-connected PC, was the primary cause of declining sales.

Media Holding produced the Swedish and Norwegian versions of Playboy under license from the U.S. publisher, Playboy Enterprises.

"We launched local language versions of Playboy in Sweden and in Norway in 1997, and the market's immediate reaction was positive. However, we could no longer justify the cost and the risk of losing financially," says Media Holding's CEO Wenche Steen.

Playboy, in its English version, will continue to sell in Sweden and Norway, says Ms. Steen.

Copyright November 1999, Crain Communications Inc.

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