The company is now looking to dispel that association by halting its publishing of nude women in its magazine. In an effort to expand its audience, the company will be ending this 62-year practice of featuring erotic imagery that has been integral in its image and brand. This move is a part of a redesign which will be unveiled next March, and while nudity may no longer be in the picture, the publication will continue to “feature women in provocative poses.”

According to the company’s Chief Executive Scott Flanders, “That battle has been fought and won, you’re now one click away from every sex act imaginable for free. And so it’s just passé at this juncture.” The now 89-year-old Hugh Hefner agreed. The new magazine will adopt a cleaner and more modern style, and its Playmate of the Month will still be a recurring feature, albeit PG-13.