Hugh Hefner is rumored to be selling his
Playboy empire to Virgin Media mogul Sir richard branson for $400 million, a new report claims.
Hef, 83, founded the men's mag more than 56 years ago, but the dominance of the Internet - with its access to free pornography - has taken its toll on the magazine's sales in recent years,
The Daily Telegraph reported Sunday.
Playboy sales have dropped from seven million an issue