NL-This is the second time in a few months that this story is making the rounds. Could just be another "rumor", but signs like Christie leaving the company, the mansion holding many parties that were actually "rentals", a magazine that has plummeted in subscription base and popularity, advertising dollars down, and job downsizing, sure sounds like it’s more than a rumor. Now in the bleak market today, most magazines have had to downsize, so Playboy is not alone in their plight.
I will say that I have not loved Playboy since it came out that they didn’t want to be associated with the adult market. They considered themselves "mainstream" Hence porn stars never showing up in their mag. While they were making a fortune with porn stars on their radio and TV programs, they didn’t want to be associated with them.
I can tell you this from personal experience. When I did a story on video games for Xbiz magazine and contacted Playboy about their game "The Mansion", they wrote me that Playboy didn’t want to be involved because they didn’t want to be part of a story that would appear in an adult magazine. (I still have that e-mail somewhere). They were very nice and polite and professional and all that, but I hate hypocrites and from what I can tell the only part of their business that is making them good money, is the side they want to hide away.
Story below from http://www.mediabistro.com/fishbowlny
Playboy Looking For A Buyer?
Would Hugh Hefner ever sell his bunny-eared empire? Maybe.
The New York Post’s Keith Kelly hears that Playboy Enterprises is looking for a buyer willing to shell out $300 million for the public company.
However, big name buyers like Apollo Capital Partners and Providence Equity Partners haven’t made moves to pick up Playboy Enterprises, most likely because the company’s market capitalization is only around $100 million but they are seeking three times that in order to entice Hef to sell, Kelly said. Not surprisingly, it takes a lot of money to keep the mansion running.
Playboy has been struggling in recent months. In October, the company cut 80 jobs, and then CEO Christie Hefner departed in December. Earlier this year, Playboy moved to Chicago, but that has not quieted rumors about the magazine’s future.
Earlier this month, the company announced more bad news, reporting that print and digital revenues were down 26 percent.
If Playboy Enterprises can’t find any other way to turn their business around, a sale might be just what they need to keep the dream of the Playboy lifestyle alive. But if he can’t find someone to purchase the company, Hef might have to come up with a new "Girls Next Door" just to pay the bills.
When they started their affiliate program, they had a rule that none of the program materials could be used on the same page as a hardcore sex image.
Good ridance.
No way will ANYONE in their right mind pay Hef 300 mil (3x it’s so-called value) for Playboy. When Hef dies, so will Playboy because Hef IS Playboy.
Z
If someone does buy it, they need to fire all the magazine staff, because they have an attitude that they are above the other Playboy divisions.
Right on, rics. Playboy is out of touch. Last year they featured the geriatric E Network has-been Cindy Margolis in a centerfold and acted as if they scored photos of Angelina Jolie getting DP’d. Plus, no one cares about their tepid ideal of the “girl next door” anymore because plenty of hardcore companies get wholesome looking girls to actually fuck on video. As for editorial, that part of the mag is another lost cause. The articles are written for the lowly pseudo-demographic of 50 year-old guys trying to relive their 20s. The brand also has an ugly association with wart-encrusted flotsam like Scott Baio, Pauly Shore, and Motley Crue. All the while it continues to aim for respectability. It’s about as pathetic as when KISS hired an orchestra to play along with them at a concert a few years ago.
Wow, those are some really harsh words, i guess not too many people are fund of playboy..
A little insider tidbit: A close friend of mine has been in meetings with a former senior VP of Playboy. The company is currently in a sale negotiation, and the principal party is very interested in developing hardcore content, knowing full well that this is a key element to re-establishing the Playboy brand and making it profitable in the future. So don’t be surprised if we see a complete overhaul of the old, outdated Bunny very soon…
Another point to address, is the importance of Playboy’s iconic figurehead, Hugh Hefner. It’s true that the brand, and the magazine are inextricably linked to the geriatric swinger, but don’t forget that Hef has two sons, Marston and Cooper, who are 19 and 18 years old, respectively. They could very well take over from their father, and infuse Playboy with a new, youthful energy and appeal.
Along the same lines, I seriously doubt that the Hustler and LFP brands will disappear when its pornographer icon Larry Flynt eventually passes on.
I already have seen the sons interviewed and was not impressed. One was fascinated with the idea of styling the models like 50s pinups. That ain’t gonna work. The other was talking about ‘keeping it classy’. Ain’t gonna work either, unless they develop it is a new niche called Playboy classic, which has models with no implants or tattoos.
Playboy is a good example of a company grown highly arrogant and contemptuous of its customer base tastes.
I read those interviews as well, and it definitely sounds like the boys are chips off the ol’ Hefner block – stuck in that tired “glamour” mentality. That’s exactly what’s killing the media arm of the company today, along with strong competition from other “lifestyle” publications like Maxim, FHM, etc., which a younger generation looks toward for their mainstream sex ‘n’ culture fix.
What needs to happen for Playboy Enterprises to regain their rapidly falling market share, is for a strong, forward-thinking, porn-friendly corporate board to take over, direct a complete makeover on the magazine and associated broadcast, video, and other content, and extend their licensing to third-party developers. Keep the boys quiet and just trot ’em out for parties and events, to put a happy face on the Playboy/Hefner name. The company could certainly carve a niche in the high-quality porn market, producing Andrew Blake/Michael Ninn-style content, and they already have an extensive distribution network that could be easily adapted to our changing technology.
Gotta say, I’m a lifelong reader – yes, reader – of Playboy (first naked girl I ever saw, back in ’64, not counting National Geographic!), and i’d like to see it, and the company brand, make it into the next decade.
“Wow, those are some really harsh words, i guess not too many people are fund of playboy..”
I think we have a winner here.
Doing Andrew Blake, Michael Ninn porn can work, but I doubt they’ll go that way.
Back in ’04, some of their videos got a little risque with open leg shots and Playboy models (not Playmates!) touching. But that was it. If Playboy had gone Andrew Blake at the end of the 90s, maybe they’d still have a profitable DVD operation.
It is frustrating selling the most well known porn brand in the world and not having them be open to any suggestions until the river runs red with blood. Their internet department should have been profitable every year; they have a huge archive of content that could be niche marketable in a vast number of ways. They wouldn’t do niche sites like Asian, Latina, Ebony, Playboy Models gone wild, or day with a Playmate, co-ed, whatever (people LOVE seeing behind the scenes of Playboy!). They wouldn’t have individual tours for the most popular Playboy models and Playmates. When they released a new DVD, they wouldn’t build an individual promo website for it to help it sell. The 50th anniversary parties in different cities was a great idea and should have been expanded; it would have made a fortune.
It was like watching a bunch of drunks sleeping at the wheel. And I will never forget this VP of internet marking not wanting to discuss the pirating of Playboy pics at a webmaster convention. I guess her fucking job was to look cute and party.
I respect the fact that Hef is ‘Playboy’ and calls the shots, but there were many good ideas offered up in the past and totally ignored.
Playboy is like ‘Daddy’s magazine’. There was a documentary made for the 50th anniversary and during the segment in Hef’s bedroom, he actually had FHM, Maxim, etc on his bed stand! So, he knew then that things were not good and he needed to step up his game.
FHM, Maxim, Stuff, etc… all these magazines are EXACTLY the same.
More than three pictorials would help, not like they dont have the content. Bag the old shit, like 20 questions. When a celeb does a layout, no artsy crap, and bush must be shown. Print the magazine on the paper that the British magazines use or on the stock they use for their Newsstand Specials. Bag the old layout they’ve been using for decades, looks like they are still in the 80’s. Best idea, make Cindi the Editor in Chief.
The current crisis that Playboy is going through is a resemblance of the adult industry and how old business models are becoming tired, irrelevant and unable to connect with an ever changing market. It’s a crucial issue and I can’t compress my thoughts about it in one comment and have to write a full article. We need to analyze and discuss this further. I’ll post the article in a few days.
More than three pictorials would help, not like they dont have the content
You would not believe the amount of unreleased content owned by Playboy that goes back decades. Content featuring entire on location shoots of some of their most famous Playmates like Patti McGuire, tons of never seen video footage, centerfolds that never made it to the magazine (there are 12 Playmates per year, but many more than vie for a spot each month), never published Special Edition photos, etc. I think their theory that being stingy with photos will keep readers coming back is no longer applicable with the amount of content available online, not just the free stuff, but nice nude sites like Femjoy, Met Art, etc. The women on those sites are hot and don’t look like MySpace skanks.
Absolutely, Colonel, I’d like to read your further thoughts on this topic. I agree that it’s indicative of the current sea change in the overall adult market, and it segues nicely into your other primary thread. Keep the ideas percolating! Everybody should be taking notes…
Third Axis, thank you my friend and it’s a pleasure to have you on this board. Like I mentioned in my previous comment, this Playboy crisis mirrors the current state of the adult industry and needs to be analyzed and discussed thoroughly. We’ll do that in a few days.