Hugh Hefner, the editor-in-chief of american “Playboy” magazine has begun negotiations on selling the magazine. According to opinion of some media experts, the most probable buyer of the magazine, is russian billionaire, joint-owner of “Norilsk Nickel” Mikhail Prokhorov. The source in “Independent Media” confirmed the information about preparing deal between Hefner and Prokhorov’s representatives. All the details of negotiations are kept in secret, but international experts of media market valued “Playboy” in $3,5 billion. Some experts also consider that selling of “Playboy” is the most expensive PR-action. After the scandal in french Courchevel Mikhail Prokhorov had to leave the post of  general director of “Norilsk Nickel” and to announce the creation of his own company. He is tired of his image of playboy and sponsor of elite prostitutes. The buying of “Playboy” will make the question clear, cause hobby is hobby, but business is business.