Word: oui
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Dates: during 1970-1979
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...think the editors of Oui magazine, a new monthly put out by Playboy Publications. For there is little more to this magazine than pictures of the usual breasts, asses, and pubic hair--and more of the last than is usual in Playboy. But then again, Oui is meant for "Men of the World," as the cover proclaims. Or, as the promotional literature for potential advertisers says for the 18-to-30 age group...
...Oui's first issue does not succeed on that score. The centerfold is nonsexist in showing a man and woman in bed, but it is actually a copout; while she is fully exposed in strong light, he is in shadows and coyly covered with a sheet...
...Oui's first effort is obviously for the boys. The graphics are good and reminiscent of Playboy, the nudes largely European and evocative of Penthouse. There are features on French wines and women, fashions in leather and rough-country motorbiking. The oddest item is a gross featurette that shows animals copulating. Overall, the first issue seems a bit sophomoric in its straining for sensuality...
Unlike Playboy, Oui will concentrate on young writers rather than big names. While Oui goes its less than weighty way, Playboy is undergoing some subtle changes, becoming both sexier and more serious. Its new executive editor, up from the ranks, is Arthur Kretchmer, 31. Though only three years older than Carroll, Kretchmer seems of another generation-lithe, clean-shaven and as elegantly tailored as the men in the Playboy clothing ads. "The magazine has grown up," said he. "We have a serious concern for the way the country is going, and a concern that we also entertain ourselves." Thus Playboy...
Hugh Hefner, now 46 and the boss of a pleasure-products empire that has made him a millionaire 120 times over, sees both Oui and the changes in Playboy as logical evolution: "Some of Playboy's strengths are also its weaknesses. Almost 20 years have gone by since we started Playboy. In that time, society has drastically changed-and continues to change. Playboy reflected something of that society and its stereotype of the male-female relationship. Oui won't be locked into those previous stereotypes...