You know it’s rough out there when even Playboy is suffering. I mean, what man gives up their Playboy magazine? Apparently some men out there must be, because the media giant is selling for $300 million.

The $300 million asking price is incredibly high compared to the actual price. Hugh Hefner has said he will only sell if he can keep his swank lifestyle going.

We’ll see soon enough if anyone wants to buy up a $300 million brand from Hef himself.