Elsewhere, the one-time cartoonist Hugh Hefner had become a media mogul by the mid-1950s with his "Playboy" magazine. He had admired Kurtzman's "Mad", and met Kurtzman in New York to express his appreciation. He told Kurtzman that if he were ever to leave "Mad", a place would be waiting for him in the Hefner empire. With this promise to back him, Kurtzman demanded legal control of "Mad" from Gaines in the form of stocks. Reluctant to lose the editor of his sole remaining publication, Gaines offered a 10% share. As this would not give Kurtzman the control he wanted, Kurtzman countered with a demand for 51%. Gaines refused, and the two parted ways. Kurtzman contacted Hefner and Gaines hired Al Feldstein to edit "Mad".