Word: hefners
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...than profit. Founded as a high-class men's magazine by Gingrich and two partners, Esquire has been a clever and richly wrought showcase for most major writers of the century, from Thomas Wolfe to Tom Wolfe. But with the rise of raunchier men's books (Hugh Hefner dreamed up Playboy after leaving a $60 a week Esquire promotion-writing job in 1952), and uncertainty about what Esquire's voice should be (the monthly has had four editors in as many years), advertising and circulation have dwindled. Over the past two fiscal years, Esquire lost more than...
...Hugh M. Hefner Los Angeles
...this morality play isn't all that simple. It has more to do with society's shifting sexual standards and who is more adept at exploiting them. In this, Penthouse Publisher Bob Guccione, a canny tortoise, has at least drawn even with the Bunnies of Hugh Hefner, whose bigger but long overextended Playboy empire is in trouble. Only Hefner's London gambling clubs, which attract rich Arab bettors, are an unabashed success. The IRS is also questioning whether Hefner's high living expenses ($3 million in 1976) are deductible...
...pictures of a 20-year-old blonde, the text explains that she has landed a top role, "that of Hef's more-than-occasional companion." Tax man, how would you score that? Business promotion? In fact, one of Playboy's problems is its narcissistic photographic preoccupation with Hefner's Playboy mansion, which must do untold damage to his assumed reputation for sophistication. Surrounded by young beauties, he looks a dour sybarite Square. Hefner is in the business of selling fantasies; he has made the mistake of trying to live his. Enter Rival Guccione. who does not show...
...wears a shirt open to his hairy chest, against which bobble necklaces of large gold medallions. No one believed him seven years ago when he said Penthouse would catch the Bunny, and because he couldn't get other investors, he's made himself rich. Guccione concedes that Hefner made skin magazines successful and quasi-respectable by photographing not tarts but the wholesome-looking girl next door. He patronizes Hefner for not moving with the times, for not seeing that the girl next door grew up, "is no longer uptight about nudity," and thus in Penthouse is pictured enjoying...