The news that Playboy magazine may no longer feature nude models is no surprise.
From next March, the print version of Playboy will offer "women in provocative poses. But they will no longer be fully nude" according to The New York Times.
Although they are likely to be replaced by women in underwear, the demise of Playboy's flagship nudity is a symptom of the death of 'lads mags' and 'nudie mags', which once flew of the shelves in their thousands.
When Nuts magazine launched in the UK in 2004 it grew to have a circulation of over 300,000 copies per issue and later became famous for its banterous 'nipple count' rivalry with Zoo magazine.
Less than 10 years later, it was pulling in 50,000, just a sixth of that readership, and closed in 2014 with a sombre picture of model Lucy Pinder in tears.
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The final cover of Nuts magazine in 2014
Loaded, Front and fetish magazine Bizarre have also closed in recent years, and though Zoo saw a rare circulation boost of 9.9% boost by taking in old Nuts readers, it is also in long-term decline.
FHM - known for its calendars starring scantily-clad women and for naming the '100 Sexiest Women' lists - is hemorrhaging readers and revamped some years ago to shift away from girls towards other topics.
The latest news from Playboy adds to the increasing evidence that while porn is still one of the biggest things on the internet, Britain's appetite for naked women in print is fading fast.
Here is the change in six stages:
The Death Of Lads Mags In 6 Stages
Online porn(01 of06)
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70% of men and 30% of women watch porn online every week, according to research from the porn website Paint Bottle in 2013. You can watch porn online, for free, whenever you like. (And people really do seem to watch really does seem to be 'whenever you like' - the same research claimed that two out of 3 HR professionals had found porn on employees computers).
Why would you spend the money, and risk the embarrassment, of buying a magazine with provocative ladies in a newsagent?. (credit:scyther5 via Getty Images)
Supermarkets went to war with lads mags(02 of06)
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After campaigns from groups representing parents, supermarkets started demanding that lads mags, or magazines with provocative covers, be concealed by "modesty bags" from 2013. Whether they resisted and pulled their magazines out of supermarkets altogether, or agreed and had their front pages concealed, this was not good news for sales. (credit:Press Association)
The rise of other options(03 of06)
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Perhaps following the continued rise of the 'metrosexual' since the mid 90s, subjects like fashion, grooming, health, technology have become acceptable and popular topics for men to read about, and made lads mags less attractive. Free titles like Shortlist, and men's monthly magazines like Esquire, Wired and GQ, focus on topics other than women - they even have men on the cover. (credit:Shortlist)
The feminist wave(04 of06)
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The rise of popular feminism in the 2000s has seen campaigns and public criticism of how women are presented in the media, putting pressure on supermarkets, newsagents and media owners to shun images that value females only for their bodies. (credit:LEON NEAL via Getty Images)
No more Page 3(05 of06)
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After years of high profile campaigning by No More Page 3 and other groups, The Sun appeared to drop its iconic topless models earlier this year. As Britain's best-selling newspaper, which shifts 1.8 million copies an issue, this was a huge statement about the shifting tastes of the public. (credit:ASSOCIATED PRESS)
The demise of print generally(06 of06)
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Print magazines, like newspapers, have seen falling sales for more than a decade, as the internet means so many interests can be catered to faster, more frequently, and for free. Lads mags have perhaps taken a more savage beating than some, but they follow the wider trend which is leading to a smaller, more niche offering of magazines on our shelves, and far more online-only titles. (credit:Joe Fox via Getty Images)