Leveraging a Media Brand
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: Well, we believe the two ways have been through multimedia on the one hand, so that’s extending the brand and style of content which we do in everything from Playboy on Sirius Radio to Playboy on mobile. But also via a licensing business model into appropriate other products and services that fit with the brands’ lifestyle and that’s the rational behind doing the Playboy Casino Club at the Palms in Las Vegas or Playboy Retail Stores around the world to support our Playboy consumer products. And I think that many magazine brands do have a lifestyle aspect to them, and candidly, I don’t think have perhaps as much potential as Playboy does because it is such a strong consumer brand. We do a billion dollars at retail of just consumer products, but can do appropriate, whether it’s events or other kinds of products or services under their brands.
Christie Hefner talks about ways she’s been able to plant the Playboy brand into dozens of different verticals.
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