Daily Planet Elsternwick is a licensed brothel in Melbourne, Australia. The brothel has won the Australian Adult Industry Award for "Best Brothel Overall" and "Best Brothel Reception & Staff" in the years 2004–2011.The 18-room establishment is located at 7 – 12 Horne Street, Elsternwick, a southern suburb of Melbourne. It was also mentioned in interviews and promoted by blink 182 during an Australian tour in 1998.Daily Planet Elsternwick was founded in 1975 by John Trimble, who remains the owner.In 2003 the brothel's operation was separated from its real estate holdings, and the real estate property trust, named The Daily Planet Ltd., proceeded with an initial public offering. Heidi Fleiss had been hired to generate publicity. The company acquired strip club businesses in 2003. Andrew Harris, who served as the public company's CEO from 2002 until 2006, stated in 2002 that the operation generated annual profits of about A$2 million.In 2004 the public company resolved to sell the Daily Planet building for about A$5.7 million. The company changed its name to Planet Platinum and went on to pursue its investments in strip clubs. However, the sale of the Daily Planet building never happened and the property was taken off the market in 2006.The share price of the company had initially soared to about four times the price at IPO, but as of early 2007 it had fallen back to about one quarter of the price at IPO.