Playboy's (NYSE: PLA) shares are hovering near a 52-week low as I write this. The catalyst, you ask? The sexy company reported some dismal earnings this week. Net sales decreased 8%. The net loss came in at $0.09 per diluted share versus positive net income of $0.04 per diluted share in the previous year's quarter.

Even if you look at some of the adjustments, the Playboy story just isn't a seductive one. And according to a Reuters article, expectations were for a profit of $0.06 per share after adjustments. The net income of each Playboy operating division headed in a downward direction. And publishing, well -- that's been the saddest segment of all for a while now.

I have a question for Christie Hefner: Are you serious about turning your father's company around? Seriously. I've been giving Playboy the benefit of the doubt now for quite some time, and I'm not sure I can do that anymore. I want to, believe me; I'm a guy who has always been in love with the Playboy lifestyle. And, remember, the invitation is always open if you need me to come over to the Mansion to help you generate some new marketing strategies.

Playboy Enterprises, Inc. (NYSE: PLA) may not be doing so well, but it's still one of my favorite companies -- I'm a guy, so this makes sense. The company reported Q4 and full-year earnings today -- losses have widened, and I'm sure not a few investors out there are questioning the value of the brand.

Total net revenues saw a slight decline for the quarter, coming in at roughly $86 million. The company lost 3 cents per share on these revenues; in the previous year's quarter, Playboy actually booked a much more pulchritudinous 11 cents per share of positive net income. For the year, total net revenues didn't jump like a bunny -- $340 million versus $331 million. Net income, however, was much better, doubling to 15 cents per share. The company's year-end results benefited from a decline in interest expense, income tax obligations, and other costs. Sales of artwork were also cited by CEO Christie Hefner in the release.

The licensing operations are performing, but domestic TV and publishing are very weak. In fact, it is the publishing segment that really needs attention. It's been needing attention for a long time now -- for the year, subscription sales were down, newsstand sales were down, and advertising revenues rose by the smallest bit.

Long-term, I still have hope for Hugh Hefner's Playboy. It is an American icon, and its logo continues to propel licensing; plus, the company does have a nice presence in Vegas at the Palms Casino Resort. As Jonathan Berr reported back in November, you may want to remember that sex does indeed sell, and one has to assume that Playboy will be supplying that demand for years to come.

In what many may take to be a sign of the apocalypse, men's media company Playboy Enterprises Inc. (NYSE: PLA) lost money last quarter. Whoever thought the "Empire the Bunny Built" would have money woes? Are men no longer interested in what Playboy has to offer? Hardly. But why pay when equivalent stuff is available online for free? So Playboy has begun a concerted effort to focus on digital media with Playboy TV and online offerings with pay-per-view video on demand. Judging by recent earnings (August 7), the strategy is working. Instead of a $3.3 million loss as in 1Q 2007, Playboy posted earnings of $1.9 million. Revenues rose 6% to $85.7 million and operating income was $3.8 million. 2Q diluted EPS was $0.06, much better than last quarter's loss of $0.10 per share.

Playboy Magazine continues to lose money, as do so many other print media, posting a loss of $2.3 million for 2Q 2007. Both circulation and ad revenues remain in decline. So CEO Christie Hefner is leading Playboy into new ventures, including a new Playboy mansion in Macao to take advantage of the Chinese market. Playboy will own a 49% stake in this venture. Playboy is also expanding its international TV division, revenues up 16% to $13.7 million, and licensing arrangements, up 36% to $5.5 million.

Domestically, Playboy is trying to market itself as a social networking site (fully clothed) for the college crowd. It very recently launched PlayboyU.com to coincide with the return to classes. Too early to tell whether this ad revenue based site will offer any competition to YouTube and Facebook. If too successful, site traffic will incur the wrath of college IT managers who will block connections to it.

Just as no one actually reads Playboy for the book reviews, no one invests in Playboy because it may be a good investment. The stock began the year trading at $11.61. So far the stock has lost 8% of its value, closing Tuesday at $10.85, down $0.08.