TheSmokingJacket.com will contain none of the nudity that makes Playboy.com NSFW not suitable for work. Instead, it'll rely on humor to reach Playboy's target audience, men 25 to 34 years old, when they are most likely to be in front of a computer screen.

"A lot of our audience logs on (to Playboy.com) after work and we saw that we were missing a golden opportunity to reach guys when they're online the most: when they're sitting at their desk, not working, sending e-mails to their friends," said Jimmy Jellinek, Playboy's editorial director.

The site, named after one of Playboy founder Hugh Hefner's favorite pieces of clothing (silkpajamas.com was taken), won't include the long interviews or in-depth articles found in Playboy.

Instead, it's meant to be decidedly un-serious. Or, in the parlance of its audience, ROFL -- rolling on the floor, laughing. And cool, "basically a juke box of cool," said Jellinek.
Among the original content visitors to the site will see is a list of signs that show a man has given up trying to attract women.