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Playboy magazine is bringing a Hebrew-language edition to the Holy Land.

“Our target is men who want a taste of the good life and also women who are curious about the tastes of the men in their lives,” owner and publisher Daniel Pomerantz told reporters at the magazine’s launch in Tel Aviv.

While playboy founder Hugh Hefner wasn’t there in person, he recorded a message for the launch, saying: “I’m proud to see Playboy Israel embark on its mission to play an important role in strengthening freedom of speech, freedom of choice and freedom of the press.”

While English-language Playboy magazines were available in Israel previously, this new edition will feature both Hebrew-language articles and Israeli models.

Israeli reality television star Nataly Dadon posed as the cover model for the inaugural edition, wearing lace underpants and nothing else. “First!!!!!! Love it!!!!!” she said on Twitter, while posting an image of her posing next to a blown-up cover.

First!!!!!! Love it!!!!! @ playboy instagr.am/p/WeO1a6mWVJ/

Mary O’Connor, 86, died Sunday after working for more than 40 years as Hugh Hefner’s personal secretary.

Hefner announced the sad news on Twitter, saying: “Mary passed away today. We loved her more than words can say.”

And Hefner’s 26-year-old wife, Crystal Hefner, also shared the news:

Hef’s long time secretary & my dear friend Mary O’Connor has passed away. It’s a very sad day here at the Playboy Mansion. We love you Mary.

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Warning! This post – which features excerpts from Playboy’s quarterly filing to the U.S. Securities and Exchange Commission – contains some risqué language and terminology related to straight and homosexual sex (though no outright profanity). So please stop reading if you don’t want to hear about bums and stuff.

It has been revealed that Playboy is losing money. Playboy! You might ask yourself: how does a company lose a million dollars a month publishing pictures of buck-naked ladies? Did futures contracts for crotchless underwear abruptly skyrocket? Has the shady cartel controlling the production of silicone gel ruthlessly scaled back implant production? Did Charlie Sheen allow his 2,000 subscriptions to lapse?

So what we’ve got in this here photograph is Playboy’s Playmate of the Year, Jayde Nicole of Port Perry, Ont. She’s the one wearing the Playboy rabbit necklace and, disappointingly, clothes.