12/13/2011 06:54 pm ET

Playboy Los Angeles: Magazine Moves Most Of Its Operations To Beverly Hills

In recent years it seems as if almost every industry is moving online. Perhaps no other industry has as large a presence online as the porn industry. Which puts Playboy, the magazine that was hip and edgy when Hugh Hefner founded it in Chicago in the early 1950s, in a.. difficult position.

Playboy announced Tuesday that it is moving the majority of its operations from its longtime home in Chicago to Los Angeles. As the Chicago Tribune reports, this could be another effort in a string of recent attempts to save the magazine, from the inclusion of 3-D glasses for the magazine's centerfold to Marge Simpson on the cover.

According to NBC, the magazine's editorial, art and photo departments, as well as all of its executives, will relocate here to sunny LA. The move comes a month after the company consolidated its Southern California offices in Beverly Hills.

The offices will also be closer to Hefner's famed mansion in Holmby Hills. As spokeswoman Theresa Hennessey told the Los Angeles Times, Hefner, 85 "is still extremely involved with the magazine."