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CORPORATE CLOSE-UP PLAYBOY ENTERPRISES, INC. (CHART)

Published on .

Headquarters: Chicago.

Sales: $219 million for the year ended June 30.

Leadership: Christie Hefner, chairman-CEO; Hugh M. Hefner, founder, chairman emeritus and editor in chief.

U.S. ad spending: $5,857,300 in 1993, according to Competitive Media Reporting.

Lead agency: Campbell Mithun Esty, Minneapolis.

Recent successes: Buoyed by the success of its Critics Choice Catalog of vintage movies, the company is stepping up its direct mail operations. Playboy expects its greatest growth opportunities to come overseas. In 1993, it introduced Playboy in South Africa-the 15th overseas edition. On the electronic front, the company has entered into agreements for Playboy branded TV in Spain and Italy.

Challenges: A mature U.S. market. The company scrapped plans to expand in publishing after several false starts. Cable reregulation cut into Playboy TV growth. The 40-year-old Playboy remains the company's biggest single revenue generator, and Detroit automakers, fearful of being targeted by far right religious groups, stay away from the book en masse.

Source: Advertising Age and company reports

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