Published on: 2nd June, 2009
Virgin Media originator billionaire Richard Branson seems to be keen to acquire Playboy. Though Virgin has slated a double rise in annual profits in comparison to key rival British Airways reporting losses, yet Branson cautioned about imminent losses due to slacken numbers in passenger travelling due to the globally volatile economic milieu.
Global slump seems to have taken its toll on ‘Playboy’ too, with massive layoffs in the work staff of up to 25% and stringent expense reduction regime being introduced. The 70’s were the golden era for Playboy with its sleek publication of ravishing bunnies, was a favourite commodity amongst majority of academia students. With the augment of the Internet era, with its free of charge and on the house porn, has had an adverse outcome on Playboy’s sales figures which plummeted from an astounding seven million per publication in the 70’s to a meagre three million in the current state of affairs.
Although it is still vouched by many as the best seller testosterone magazine with the evergreen Hefner and bunnies in tipsy numbers still gracing the party arena, 
the underlining fact being that the golden oldie who had originated the company nearly half a century ago has placed his company on the selling rack for an astonishing USD 300 million.
Hefner’s company value has dipped to nearly USD 100 million after first quarterly loss of $ 13 million in 2009, yet he is quoting a price that is three times the original company value, so he could sustain his larger-than-life, king-sized standard of living. Hefner the major controlling shareholder in the company has charted plans to be superannuated and eventually transfer this control to his spawn.
With little interest generated when the quote was made to two parties, Providence Equity Partners and Apollo Capital Partners. Branson seems to be tugging at the bait and seems most likely to be the effectual, promising buyer according to sources. Though, many are sceptical as to whether Hef would ever let go of Playboy and most probably take it to his death bed.
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