They say sex sells, but Playboy magazine appears to have discovered that toning it down sells even better. Since the publication famously stopped printing naked pictures of women earlier this year, starting with its March issue, sales have taken off.

“The 63-year-old men’s magazine has seen newsstand sales jump 28.4 percent in the first six months of its dropping nude photos from its pages, industry statistics show,” The New York Post reports.

The surge came after the magazine obtained wider newsstand distribution, the report notes. Citing figures from the Alliance for Audited Media, The Post reports that single-copy sales have risen to 47,203 a month.

“Unfortunately, barely 10 percent of Playboy readers these days pick up a copy on newsstands. Most readers are subscribers, and there the nudes — er, news — isn’t as sexy.” the report adds. “Paid subscriptions dropped 23.2 percent, to 582,765, in the same six-month period, revealing the title’s larger challenge of replacing older subscribers with a new generation of male readers.”

A spokesman for Playboy said the publication anticipated some subscribers would fall by the wayside, but noted that more than 100,000 new subscribers have signed up so far this year.