European Stars And Stripes (Newspaper) - May 25, 1988, Darmstadt, Hesse                                Daily Agazine under the leadership of Christie Hefner Playboy enterprises inc. Is showing a Rolls again. Reshaping Playboy the flip Side of Disney by David Dishneau associated press he Bow tied Bunny still stands if Seny ornate . Lively interviews end men s fashion lips but behind the flagship Magazino a pragmatic new philosophy is emerging Al Playboy Enterprise inc. Gone ate inc company owned Koy clubs and casinos the luxurious Chicago mansion and the big Bunny jetliner trappings iha1 reflected and reinforced Lounder Hugh Hefner s hedonistic Irango in their place. Helnor s daughter Christie is building a leaner organization that while More fiscally sound a decidedly More is air Nghi Down to its recent acquisition of the � Aiah Coventry jewelry line. In six years As company president the 35-year-Cul Hefner has pared Playboy to ils Core of publishing licensing and video businesses the proof of her pruning shows up on the Bottom Tine profits in the a i seven quarters. She look charge of q company Hal was reeling from to loss of lucrative Cus licenses in Britain denial of permission to operate a Casino in Atlantic City. M j declining Magazine sales and a tailoring Cable television Channel under her leadership Playboy has closed the Las of its company owned key clubs and disposed of ils Indore Sis in movie i Heaters Rno Dofing and Book and. Record clubs the entire Manado artent learn headed by Cheslie has re positioned the company to Tho Point where profitability is now the Norm and the potential Lor the future is probably brighter than Al any time in the last several  said invest Mcnol banker David Leibowiz of american securities corp. Having righted and steadied inc ship Helner is charting a course for Playboy Hal partially follows the successful example of an unlikely Model the Walt Disney co. Just As Disney Loi Mcd Touchstone pictures and Buena Visla syndication to make and distribute movies with uncharacteristically adult themes. Playboy Hopes to expand by escaping its irad Lional image. In of Case in s Sorl of Tho hip Side of Disney Hofmei said in a Rocoll interview we make products Lor adults and under the Playboy name they have a Pai Niculai Aura that is sexy and fun she said. Thai s an Aura thai works for certain products but not for others ii we want la be Able to expand As a licenser or publisher or Videon the operations of Tho company " Hugh Hefner who lives in inc 1 of Angeles Playboy mansion reduced his involve men in the company Ailor suffering a stroke Aboul Thrno years ago he retains inc titles of chairman and chief executive officer still approves Evcic Playboy Magazine cover and can Torvold Shoi and provides creative input on the Home video products. While she Speaks admiringly of her father whom she cafes he Hefner said Iho company he built Mlo one of the Gie Al business successes of inc 1960s ran Mlo trouble in the 1980s because in Hnin l Kepi Pace with changing altitudes Aboul Leisure Lime some analysis also blame her lather s pc occupations. He Hefner spent More time supervising the photo sessions for the Centrefolds than he did Reading the balance sheets of his  said Dan Lee Al Droxel Burnham Lambert inc. In new York Hel s daughter. In con rail. Is an Active thoroughly involved Boss. Described by Robyn Fla Domski. Playboy s Chiel spokeswoman As demanding and energetic Helner said she shares her lather s enthusiasm for business but nol his penchant Tor Panama Clad hobnobbing with inc jul set. What i like to do is have the Chance to speak la the National press club or lecture on a Case study on my management style Al the Harvard business a clout or Host a dinner parly foe High level prospective inv Slois she said. An honors graduate of Brandeis University with a degree in English and american literature Hefner joined Playboy in 1975 alter working Lor a year As a Loum Alist for Tho Boston Phoenix a weekly newspaper her parents divorced when Sho was 3 years old her Mother. Mildred remarried and Cheslic used her Stepfather s name Gunn until 1973, when she renewed her relationship Wilh her talk or and look Back the Holycr name. He incr who lives within walking distance of Playboy Headquarters said she splits hot wooing time Between company offices in Chicago. New York and los Angeles whore her Boyfriend a television executive resides. Helner Calls Hersell a business person Fisl and Torem Osl and a to minis i realized Many years ago that there would to sonic people out there who Jiou i never be satisfied Wilh what i  Shu said my Mission in life is nolo change everybody in the world my Mission in lilo is to make inc Busl of this extraordinary Opportunity and believe As i do. That the vast majority of people will judge me honestly and objectively the stars and stripes Page 13