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Hugh Hefner’s son Cooper is leaving Playboy to launch news website HefPost with sex-focused content 

Hugh Hefner’s son Cooper, 27, is leaving Playboy 18 months after taking over from his late father and will now launch news website HefPost to ‘arouse and inform’ millennials with sex-focused content

  • Cooper Hefner is launching HefPost under Hefner Media Corporation in 2020
  • He will step down from Playboy Enterprises in May but remains a board adviser  
  • HefPost will have unapologetic sex content and slogan ‘Arouse. Inform. Live’ 
  • The Air Force man’s website will merge it with news and ‘sophisticated content’
  • Hugh Hefner’s son announced it on Twitter Friday calling it ‘the right decision’
  • Cooper complained about Playboy a month before his dad’s 2017 death saying there’s a ‘lack of understanding of who we are’ after it shifted away from nudity

The late Hugh Hefner’s son is leaving his top role at Playboy Enterprises and next year will launch his own media company targeted at millennials.

Titled HefPost, the new website will fuse ‘sophisticated content’ with news and will cover sex-related topics in an unapologetic way, according to The Hollywood Reporter.

While Cooper Hefner will remain on the board of the company he took over from his father after his September 2017 death, CEO Ben Kohn will be taking the reins.

‘During the first week of May I will be stepping away from my senior executive role at Playboy Enterprises,’ Cooper posted on Twitter Friday. ‘I will continue providing support in a board capacity as an adviser to the company’s CEO. While the decision was difficult to come to, it is the right decision to make.’

Cooper Hefner will step down from Playboy Enterprises in May. He is pictured with Hugh Hefner and stepmother Crystal Hefner in October 2014

Cooper Hefner will step down from Playboy Enterprises in May. He is pictured with Hugh Hefner and stepmother Crystal Hefner in October 2014

Hugh Hefner's  27-year-old son announced it on Twitter Friday calling it 'the right decision'

 Hugh Hefner’s  27-year-old son announced it on Twitter Friday calling it ‘the right decision’

Cooper Hefner is launching HefPost with the slogan 'Arouse. Inform. Live' under Hefner Media Corporation

Cooper Hefner is launching HefPost with the slogan ‘Arouse. Inform. Live’ under Hefner Media Corporation

He added that he will share more about his new venture soon and it's set for 2020

He added that he will share more about his new venture soon and it’s set for 2020

The 27-year-old looks set to take the online publication in a direction Hugh retreated from in Playboy magazine’s later years.

A month before his famous dad passed away he complained to THR there ‘was a lack of understanding of who we are’ when talking about NBC TV show The Playboy Club’s avoidance of adult content and the magazine’s shift away from nudity.

HefPost’s reported slogan is: ‘Arouse. Inform. Live.’

Cooper continued in a separate tweet Friday: ‘The spirit and values of our Rabbit remain with me always, as I with it. I look forward to sharing more about a new venture soon. More to come.’

An image on the forthcoming website’s Twitter page showed a HefPost with interview Senator Kamala Harris as well as basketball content, a story about the underfunded Indian military, and an image of Sheryl Sandberg.

The Hollywood Reporter said the website will have sex-related and 'sophisticated content'. Cooper is pictured August 2013

The Hollywood Reporter said the website will have sex-related and ‘sophisticated content’. Cooper is pictured August 2013

An image on the forthcoming website's Twitter page showed a HefPost interview with Senator Kamala Harris as well as a story about Facebook's Sheryl Sandberg

An image on the forthcoming website’s Twitter page showed a HefPost interview with Senator Kamala Harris as well as a story about Facebook’s Sheryl Sandberg

But Cooper, 27, remains a board adviser at the company founded by his late father. Hugh Hefner (left) and Cooper Hefner attend the Annual Midsummer Night's Dream Party at the Playboy Mansion on August 16, 2014

But Cooper, 27, remains a board adviser at the company founded by his late father. Hugh Hefner (left) and Cooper Hefner attend the Annual Midsummer Night’s Dream Party at the Playboy Mansion on August 16, 2014

Hugh Hefner (center) poses with Playboy Bunnies Playmate of the Year 2013 Raquel Pomplun (2nd left) and Miss December 2009 Crystal Hefner (2nd right) at Playboy's 60th Anniversary special event on January 16, 2014 in Los Angeles, California

Hugh Hefner (center) poses with Playboy Bunnies Playmate of the Year 2013 Raquel Pomplun (2nd left) and Miss December 2009 Crystal Hefner (2nd right) at Playboy’s 60th Anniversary special event on January 16, 2014 in Los Angeles, California

The Playboy heir teased changes in January when he tweeted about his move from the top role to a business development focus as chief of global partnerships.

Now it’s clear why he made way for CEO Kohn.

‘I thank Cooper for the passion he has brought Playboy and for his continued support as he transitions from a full-time role to an adviser,’ Kohn said in a statement. 

‘I’ve been around Playboy since 2011 — first as an investor and, since 2016, as CEO — and I’ve never been more excited about the opportunities in front of us and both the team and strategy we have to help us attain them.’

Playboy Enterprises Chief Creative Officer Cooper Hefner (left) and Playboy Enterprises CEO Ben Kohn are pictured April 2018. Kohn thanked Hefner for his service in a statement

Playboy Enterprises Chief Creative Officer Cooper Hefner (left) and Playboy Enterprises CEO Ben Kohn are pictured April 2018. Kohn thanked Hefner for his service in a statement

Cooper complained about Playboy a month before his dad's 2017 death saying there's a 'lack of understanding of who we are' after it shifted away from nudity. Cooper Hefner pictured May 2013 honoring Playmate Of The Year Raquel Pomplun

Cooper complained about Playboy a month before his dad’s 2017 death saying there’s a ‘lack of understanding of who we are’ after it shifted away from nudity. Cooper Hefner pictured May 2013 honoring Playmate Of The Year Raquel Pomplun

In NBC TV show The Playboy Club, starring Amber Herd and Eddie Cibrian, they avoided adult scenes

In NBC TV show The Playboy Club, starring Amber Herd and Eddie Cibrian, they avoided adult scenes

It’s not the only change for 2019.

Cooper shared on his social media account this year that he was joining the Air Force.

‘We appreciate his service to our country with his imminent Air Force Reserves duty and wish him luck with all of his future endeavors,’ Kohn continued.

Cooper paid tribute to his late father on his birthday this week, a year and a half after his death

Cooper paid tribute to his late father on his birthday this week, a year and a half after his death

Hugh Hefner, wife Kimberly and sons Cooper and Marston are pictured April 1998

Hugh Hefner, wife Kimberly and sons Cooper and Marston are pictured April 1998

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