Called “The Big Rip,” the new centerfold is also perforated for readers to easily tear out the photos.
“Penthouse Magazine is all about sensuality and varying levels of intimacy,” said Penthouse Editor in Chief Mark Healy. “Readers expect more than just nudity. They know our models can be as alluring in clothes as they are out of them but also they want to experience an unveiling. Every pictorial should involve a journey of sorts. Our readers don't necessarily want to cut to the chase.”
The design changes are in response to a Penthouse survey conducted by the Millward Brown research company in which 48 percent of those surveyed indicated they would like to see more photos of models provocatively dressed.
“Penthouse readers will be seeing fresher, more original pictorials, more sex, more humor, more letters and more attitude,” said Healy. “We have amazing illustrators working on our illustrated forums and of course, some great pictorials in the works.
“This new perforated centerfold is a great and natural addition to the magazine and we are honored that the debut centerfold was photographed by one of today's best photographers, Terry Richardson.”
In his first assignment for Penthouse, Richardson shot the centerfold layout with July’s Pet of the Month, adult performer Sasha Grey. Richardson’s work has appeared in Vogue, Rolling Stone, Harper’s Bazaar and Vice Magazine. Richardson’s other celebrity subjects include Leonardo DiCaprio, Sharon Stone, Mickey Rourke, Johnny Knoxville, Nicolas Cage, Dennis Hopper and Chloe Sevigny, to name but a few.
The magazine is also inviting readers to "Get Ripped" by submitting digital photos of themselves and their friends with the partially dressed centerfold hung-up on the wall. Photos can be emailed to firstname.lastname@example.org and favorites will be published in upcoming issues.
Penthouse also is using other interactive means to entice readers with online video and games.
“We have some hilarious, totally hot videos on YouTube, and an interactive online game featuring 2007 Pet of the Year Heather Vandeven and friends that’ll keep our readers occupied for hours. They’re definitely worth wasting some time on,” Healy said.