Sierakowska Judith, Paul Moskalewicz
Hugh Hefner, creator of the power of "Playboy," says the belt. And his erotic empire in decline probably swallow Virgin, Richard Branson's entertainment giant
That's impossible! "Playboy" fall? - Łapie się per głowę profesor Zbigniew Lew-Starowicz. - It would be a pity, because it's not just the world's only cultural magazine about sex, but also the legend for many generations.
But the crisis does not spare the legends. And as they fell to their knees for the last year the giants of world banking and finance, so the dark clouds gathered over the bunny empire. In the first quarter of this year, Playboy Enterprises, recorded nearly 14 million U.S. dollars of losses, as the last year the value of its shares has fallen by half. The company is trying to save themselves by offering customers a special offer: a lifetime subscription for $ 500 or personal delivery in the implementation of playmates for the first 10 lucky winners. Market observers have no doubts - "Playboy" barely tip and desperately looking for a buyer.
- All print media are still in trouble, but the "Playboy" came in the free pornography on the Internet - says "the section" Stephen McNail, an analyst with New York-based MC Media Investment. - Are falling advertising revenues and the sale of the magazine. To survive, we must quickly find a wealthy investor. Big enough to be able to invest in development and other sources of income based not so much on the same paper as the priceless, world renowned as the logo.
And indeed, although the heads of "Playboy" officially deny that the company was for sale, an open secret in the world of media is that the potential buyer is a British entertainment company headed by Virgin Richard Branson. Virgin is power, and his boss over the years gained a reputation as King Midas - whatever he touches, turns to gold, saving the company stood on the brink of collapse. Can now save the dream Hugh Hefner, who 56 years ago in the U.S. began their private sexual revolution?
(Boy from Chicago)
Hugh Hefner Marston was born April 9, 1926 in Chicago. His mother, Grace Swanson was simply a daughter farmer, the father of the Glen - the accountant. Three years later came into the world of Hugh's younger brother, Keith. The parents, devout Methodists, they hid them harshly. Hugh has always had a head full of ideas, draw something without a break and - as he recalled his brother - "he wanted. Without interruption. He created stories in my head, in which the key roles played it fascinating to Hollywood fame. He loved cinema and this year it has shaped his idea of \u200b\u200bhappiness. "
school year a young Hugh (by then known as Hef) shared between the constant trips to the cinema, to create the next school newsletters and casual work. When he finished school, he worked briefly in several different publications. Finally got a dream job in the men's magazine "Esquire". Popracował there may be a month and flew with a bang, as requested ... five U.S. dollars increases.
Thrown next place, finally dreamed about their own writing.
He was 27 years old when the "Advertising Age" saw the announcement of the sale of rights to nude photos of Marilyn Monroe (she posed several years ago when it still was not a big star.) Hef felt brilliant moment. Photos issued $ 500, and the screens just entered the movie "Gentlemen Prefer Blondes." Country took a moment to grasp the point of mania sexy blondes, but Hefner was too late. The bank took a $ 400, from 200 families and 13 June 1953 he bought pictures. The remaining one hundred U.S. dollars invested in the letterhead, on which several hundred distributors press wrote that I was brilliant magazine for men. In the beginning was to be called "Stage Party", but Hef połapał quickly that it's not, and odgrzebał old password "playboy".
The first copy was 48 pages, cost 50 cents, for it had no number or date because Hef was afraid of failure. To break even, he had to sell 30,000. He sold 53 991st On the cover and inside was Marilyn Monroe, and it will always define the dominant type of beauty girls "Plaboya. On the first spread appeared demolished secretary Hefner.
(playful bunny)
Symbol "Playboy bunny in a tuxedo, appeared as early as the second issue. Where did the idea? Because it's "wanton zwierzaczek, which is associated with sex" - explained Hugh.
year later, a letter is sold in 175 thousand copies, and in 1959 sales exceeded one million! "Playboy" broke "Esquire'a", which once poured Hefner. To this day one of the walls of the parlor on the estate of the famous hanging Hefa pięciodolarowy banknote with his likeness, which is a reminder of the events of 1952. Fiver on the grille, which chief Esquire'a "Hefnerowi handed out to celebrate the 25th anniversary of" Playboy " There is an inscription: "Well, we should have to give you the raise."
the early 60s again worked Hefner's famous nose. He sensed that destitution is not everything, and written a breakthrough. In 1962, Playboy published the first interview, which is not dealt with the sex. Alex Haxley spoke with jazz trumpeter Miles Davis. Since that time, interviews with the men of science, culture (such as Jean Paul Sartre) have become the trademark of "Playboy." There were also reports a high level, began to print the unpublished prose known writers. For the magazine wrote, inter alia, Truman Capote, Woody Allen, Norman Mailer and John Updike. Here occurred the famous interview with Martin Luther King. In the 70s "Playboyowi" give interviews, even the U.S. presidential candidates.
- I took the most sexy drug ecstasy, which helped me to focus on editing the magazine and creating an empire. Then I could work 24 hours a day for several days without a break - says Hefner.
quickly realized that its brand is the brainchild treasure, and you can make a fortune on it, not only by issuing stock. February 29, 1960 so he opened the first club of "Playboy" in Chicago. He was accompanied by advertising "Disneyland for adults." At the opening of the club's "Playboy" in London in 1966 came the Beatles, and appeared on the scene Woody Allen. After 10 years of clubs have already had over a million members!
Hefner not only to break another taboo associated with sex, but also supported the movement for the empowerment of blacks. Once in the United States still raging informal segregation, regular guests in the clubs Hefa were Ella Fitzgerald, Ray Charles and Duke Ellington. Although their most famous guest is James Bond. In the film "Diamonds Are Forever" was the clubbers with a gold card.
most successful "Playboy" refer to the early 70s Sales reached 7.2 million copies! That's when Hef bought the million-dollar mansion with a huge area of \u200b\u200bover 20,000 square meters, which he called the Playboy Mansion. House Gothic-style tudorowskim has 30 rooms, and an inscription above the door reads: "If you do not like group sex, do not call."
(Black Series)
Once it seemed that Hefner is a child of fortune, the shaman, who possessed the philosopher's stone, suddenly showered blows. The first disaster occurred in 1974, when Bobbie Amstein, Hefa lover and secretary, was convicted of distributing drugs. Two months later he committed suicide. Hefa no one accused, but we all know that there are at least co-responsible for the tragedy. In 1980, the model Dorothy Stratten was murdered by a jealous husband. Hefa was also his mistress. Soon after the book was published by Peter Bogdanovich's "Death of a unicorn," which he described in narcotic orgies Hefner's mansion, raping girls at parties. Some guests from the events described did their their, Hefa's reputation declined. The rich and famous to stop responding to his invitation. Circulation dropped to three million, and shares of Playboy magazine were sold for a fraction of its recent values. Markets plunged the conservative counter-revolution in America would not sell the magazine, like the post office, which refused to distribute "pornographic" magazine. He was also linked to the AIDS panic, clubs Hefa promoting free sex no longer enjoy the success. "Playboy" also attacked the feminists. - A woman is not a thing, and Hugh Hefner sells it in writing as in a butcher shop selling beef steaks - thundered Camille Paglia, still one of the leading feminists of the United States.
Earlier, in the mid-70s, grew Hefnerowi competition. In 1974 he entered the market Larry Flynt of "Hustler", which instead of presenting tasteful erotica kinky "feminine flesh." Flynt has opened a network of strip clubs. The war began. Letter by letter, the club for the club. Goods Flynt was quite different, but picked up a piece Hefnerowi market. Like the "Penthouse", which "Playboy" for a while even competed over who prints more adventurous image. Ultimately the battle, by some called "the pubic war" won "Penthouse" and "Playboy" model, he returned to launch a girl from the neighborhood.
without sentiments began to reform the empire. Unlike his father did not fight for scarce clubs and hotels, "Playboy", posprzedawała them, and the money invested in the magazine publishing and cable TV. Playboy Enterprises began to go straight. All of merit, which could not very fair, is attributed to Hefnerowi.
(the bed among blondi)
When Hefner moved away from the current business issues, has had time to indulge in his favorite passions - the next mistresses (claims that they had more than a thousand), fun and free love. Because his wife Kimberly was not an enthusiast of the style, Hefnerowie divorced and benefited from the life of Hugh. Returned to full adoption of free love in California at the Playboy Mansion 10236 Charing Cross Road in Los Angeles, who knows everyone in America. This is where you can find the famous cave of love kitsch. They are also swimming pools, gardens, private zoo and bird sanctuary. And Game House, where the eternally young Hef has slot machines, pinball, billiards tables and poker.
course, the most important element of the legend is the famous Playboy Mansion bunnies. Live with Hefner, get salary (two and a half thousand dollars a month), the boss buys them cars, pays for the clothes and toilet, and each time something better: the mouth, nose, chin. And definitely the breast. All have the same - like a balloon inflated silicones. Hef takes care of them roles in films and commercials. Select only blondes, tanned, bleach, a calf eyes. Several
years ago, one of eksplaymates published a book in which she described the rules prevailing in the home Hefa. The author argues that the way to the "Playboy" is only one bedroom and passes through the boss. She described it in the mansion orgies Hefa. Gang Bang took place on Wednesdays and Saturdays, the evenings were so-called sex, which had to face every woman living in the home, whether it bunny or a secretary. The presence of not exempted or flu, or menstruation, and the only "sick" to work on Hefa, the healing of the sutures after plastic surgery, to which, moreover Hef zachęcał króliczki. „Tak naprawdę to on nic nie robił. Leżał sobie ze swoją erekcją z viagry. Każda dziewczyna wskakiwała na niego na dwie minuty, podczas gdy reszta dopingowała ich okrzykami. (...) jak cheerleaderki”.
– Byłem na jednym z przyjęć organizowanych przez Hefnera – wspomina Tomasz Raczek, pierwszy naczelny polskiej edycji „Playboya”. – Rzeczywiście był w piżamie, bo to daje mu poczucie swobody, ale na grupowe balety w Grocie Miłości nie trafiłem. Inna sprawa, że Hef był jeszcze wtedy ze swą żoną Kimberley, która trzymała go nie tyle pod pantoflem, ile the abundant breasts. Adoption of attraction was the show's exclusive line of cigars, specially designed for "Playboy" by the court LeRoy Neimanna graphics. Hefner burns it passionately at work in its circular satin bed.
(The icon next to the icon)
Over the years, Hefner perfectly juggled the principles that guide the erotic market, know that you prefer spicy, but the boundaries of good taste picture star than undressed broth unknown lady. Now she is a tough nut to crack: disassemble a more or not? His greatest enemy is the Internet saturated with acute pornography. To meet it, he should blondes undress her an equally sharp level. - Going to pornography would be a mistake, the end of the image of "Playboy" - says Rafal Leszczynski, an analyst at the press of CR Media Consulting. - The essence of the letter is that it shows the erotic in a rather subtle way. If it changes, you will lose readers and advertisers.
But the numbers are absolute - "Playboy" lost profits and in need of rescue. The acquisition by Virgin is perhaps his last chance.
Crisis walked sternly up not only with Playboy Enterprises, but also considered the founder of years as a god of sex. On his last birthday, Hugh slept tasty, when before it roznegliżowana Wila a sexy stripper. From the old man leave a woman - Holly Madison (former Miss Hawaii, her biggest dream was to visit all the Disney Theme Parks around the world) and Kendra Wilkinson, who had the status of permanent rezydentek at home millionaire. The girls are now young men, however, and it overlaps the nostalgia for the old, good times. - Everything was wonderful, and at your fingertips. And now I have to live on their own account! I do not have their own cooks or people who would look after me and cared about the order in my house - it says "cross section" sad Kendra.
And is it a sad end to a legend Hefner? Not at all. Hef even made sure that the style hit the final journey. When it runs out, your body will rest at Westwood Memorial Park, Los Angeles, California, crypt number 24 In the tomb, next to the burial site of his greatest, though also only platonic love - Marilyn Monroe. The icon next to the icon.
Sierakowska Judith, Paul Moskalewicz
"cross" 25/2009
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