Hefner To Sell Playboy To Branson?

Porn mogul Hugh Hefner is reportedly lining up British billionaire Sir Richard Branson to take over his Playboy empire.

Hefner's company - founded 56 years ago - is battling the recession and the rise in internet pornography, with the firm recently posting losses of $13 million (£8.6 million) for the first three months of 2009.

Sources suggest the 83-year-old is thinking of retiring and courting Virgin boss Branson as a potential buyer - with a price-tag set at $300 million (£200 million).

A Playboy spokesperson denies any offers have been made, but admits Hefner would "listen to proposals that could create value for all of our shareholders".

Sounds like a good move to me.

Branson/Virgin denies any interest. There was some coverage in the business press on this.

Playboy has descended into progressive suckitude for the last 20 years anyway. Perhaps it is time for new blood.