In the publishing industry, the king of living the brand is Hugh Hefner, founder of Playboy.
Whether that future is enough to sustain the lifestyle created by Mr. Hefner is another story.
Mets starter Jeremy Hefner (0-2) gave up five runs and six hits in three innings.
"We're a resilient bunch and we're not ever going to give up, " Hefner said.
Hefner had given up two runs and five hits in the first three innings.
Atchison, Hefner and Rice all started with crossword puzzles mostly just to fight off boredom.
For too long Hugh Hefner's empire has been treated like a relic of the 1950s.
After five years of restructuring, Chief Christie Hefner, daughter of Hugh, has expansion plans.
It looked like Hefner once again owned the magazine he founded back in 1953.
And when she was feeling depressed and asked Hefner whether she could see a psychiatrist, he refused, she said.
Hefner offered her Quaaludes at the dance club, which she declined, she wrote.
Mets pitcher Jeremy Hefner went to Plaza Towers Elementary School in Moore, just south of Oklahoma City.
That gave the Marlins a season-high three-game winning streak, and spoiled Hefner's best outing of the year.
Lyon replaced Hefner, and Donovan Solano hit an RBI single to right that sent Pierre to third.
Practically speaking, Hefner is decidedly the junior partner in the new venture, called Icon Acquisition Holdings LP.
To most observers, this meant that Hefner once again owned the magazine he founded back in 1953.
Mets manager Terry Collins said the 27-year-old Hefner has kept the team in the game in his starts.
Brandon Lyon replaced Hefner, and Donovan Solano hit an RBI single to right that sent Pierre to third.
Jeremy Hefner (0-3) took a 1-0 lead and a three-hitter into the ninth but couldn't get another out.
Hefner made a behind-the-back stop on Kurt Suzuki's hard comebacker and threw him out from a sitting position.
He plays Hugh Hefner in the forthcoming film Lovelace, which premiered at the Sundance Film Festival in January.
"Over the course of my life I've had more than my fair share of romantic relationships with wonderful women, " Hefner said.
It was the first major-league hit for Hefner, who also held the Phillies to three runs in six innings.
Hefner's most awkward moment came in the sixth, when he had to scramble after a grounder hit by Pierre.
Hefner gave up one run and three hits in seven innings, the same numbers as Dodgers lefty Hyun-Jin Ryu.
Mets starter Jeremy Hefner lost his fifth straight decision to start the season.
"I wouldn't say it's weighing on me, " Hefner said of his winless start.
Jeremy Hefner, a spot starter and long man last season, was lined up to fill in early for Santana.
Notes: Jeremy Hefner will start for the Mets on Tuesday in Port St.
Playboy founder Hugh Hefner has indicated that the man behind The Queen will script a film about his life.
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