Little Hefs To Reinvent Playboy

According to the sons of 82-year-old Hugh Hefner, Playboy needs both an edgier and classier feel.

Marston Hefner, 18, and his brother Cooper, 16 -- Hef's kids by Kimberley Conrad -- believe that change is unavoidable for the struggling magazine.

"In the 1960s we had amazing civil rights leaders doing interviews or writing stories for the magazine," said Marston. "The fight is still out there. The civil rights movement may not be that big, but we could still do articles on edgy things that people are afraid to talk about and appeal to forward thinkers."

Cooper felt that the photos could use a makeover: "I'd want the girls to be presented more as they were in the pictorials back in the 1950s and 1960s -- kind of artsy, classy. I would like to bring back that retro-class feel."

Although editor Hugh Hefner is still involved with every aspect of Playboy, the magazine loses about $10 million each year and cut 14 percent of its employees in 2008. Execs cite competition from internet porn as their biggest problem.