Identifying Content Partnerships
Christie Hefner, daughter of Hugh Hefner, is the former chairman and CEO of Playboy Enterprises.
During her tenure, Hefner restructured operations and initiated the Company's highly successful electronic and international expansion. The Company launched its branded channel in 1982, making Playboy the first magazine brand to be successfully leveraged into television. In 1994 led the Company onto the Internet when Playboy became the first national magazine on the World Wide Web.
Hefner is active in a number of local and national organizations. She was the first woman elected to the Chicago chapter of the Young Presidents' Organization. Hefner helped found the Committee of 200, an international organization of preeminent women business owners and executives. She serves on the boards of Rush University Medical Center, Canyon Ranch Health Resort, and on the board of governors of the Paley Center for Media. Hefner is also on the Advisory Boards of the American Civil Liberties Union and The Creative Coalition, and a member of the Chicago Council on Global Affairs. She also spent four years as project board chairman for the CORE Center, raising $30 million to build this innovative clinic and research facility, which opened in Chicago in the summer of 1998. The CORE Center conducts clinical research and provides prevention education and outpatient care for people with HIV/AIDS and other communicable diseases.
Hefner: It’s a very good question. Right now, we are selecting our partners. We launched, for example, Playboy channel on YouTube. We worked with Break.com. So, we’re out there looking for the partners that we think make sense. But I think that one of the most sort of profound influences of internet in our lives is it democratizes media, and instead of the traditional media one too many, you know, I’m the editor, you’re the readers, I’m the programmer, you’re the viewers. By its nature, the internet allows everybody to be their own creator and their own editor, and we’re going to be allowing much more user-generated content on the site, marrying it with the content that our editors create. And I think in turn, the ability of the content to be portable will be a mix of where the consumers take it as well as where we strike deals.
Christie Hefner explains how she chooses what companies she invites to co-brand with Playboy.
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