"Always Happy Early"

That is the big call out on the first issue of Playboy in heavily Islamic Indonesia. How do you go to market with Playboy in Indonesia? You make Playboy less risque than say, Maxim or FHM.

A toned-down edition of Playboy magazine went on sale Friday in Indonesia, defying threats of protests by Islamic hardliners who called the publication a form of moral terrorism in the world's most populous Muslim nation.

The magazine does not feature nude women, and its photos of female models in underwear are no more risque than those in other magazines already for sale in the country. More explicit photos appear daily in local tabloids.

So what do you do if the poo hits the fan?

"Let the people look at it and see what they think. Hopefully they will accept it," said promotion manager Avianto Nugroho. "If there are demonstrations, we will try to meet their demands."

Meet their demands? I can't wait to see the 2006 Playboy Burkahmate of the Year.