Word: hefners
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Since its first issue in 1953, Playboy magazine has been trumpeting the triumph of the sexual revolution. Still, no matter how many times Editor Hugh Hefner interred American puritanism in innumerable installments of the Playboy Philosophy, he could never prove that the national libido has been unshackled...
...press run for the first issue is 1,000,000, but Guccione is counting on riding the same wave that carried Penthouse to 4.5 million circulation in four years and has pushed Hugh Hefner's Out over 1.7 million during its first year. Viva's first issue runs 156 pages, with 50 ad pages. Will Viva sell at $1 a copy? Guccione promises that "she" will "fight, scream, and shed a few tears to make her voice heard." She might also attempt to find some wit and focus and sex appeal...
Comic Strip. The two have more in common than they may realize. Both wanted to be cartoonists; Guccione contributes Jules FeifTerish pieces to his magazine, Hefner once maintained a comic strip on the events of his life. Both men are divorced parents, and both have employed their own fathers as corporate treasurers. Glenn Hefner, 75, is a shy, church-going Methodist whose hobby is photographing flowers; white-haired Anthony Guccione, 68, is an accountant whose hip dress style reflects that...
Most important, both Hefner and Guccione are harddriving, ambitious men who have accumulated wealth by anticipating the taste of their times...
...Hefner shrewdly assessed a massive change in public attitude about sex a generation ago (Playboy will turn 20 in January); Guccione proved that the enthusiasm for magazines celebrating that change is wider than had been previously believed. But there are signs -early ones, to be sure-that public attitudes may be moving in a different direction. In short, the skin kings seem secure for some time to come, but it just may be that they have reached the limits of the New Frontier...