Word: viva
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While introducing Viva, his new "international magazine for women," Editor-Publisher Bob Guccione describes his kind of female−"lusty, real, indefatigable, down-to-earth, fetching, bright, sexy, uncompromising." If that paragon reads the first issue this week, she is likely to decide that Guccione is putting heron...
Guccione made his reputation with Penthouse, his raunchy, lighthearted superskin magazine for men (TIME, July 30). Viva was supposed to be a bright and sophisticated monthly for women who find Cosmopolitan too coy. It is a logical goal, but the problems begin with the publisher himself. To place the magazine in a cosmic context, Guccione makes the dubious prophecy that "a new epoch of madness and excess awaits us." He protests against the Supreme Court's pornography decision saying the court "sodomizes the Constitution...
...Guccione magazine, of course, is worth nothing without exposed flesh, and Viva has that. In a 15-page color spread about a promiscuous picnic in Old England, the softly lit photos show total female nudity but, surprisingly, the man is as carefully shielded as Marlon Brando in Last Tango in Paris. A 14-page beefcake act by a ruggedly handsome young boxer is beautifully done, but is marred by self-conscious cropping of poses in the locker room and shower...
...most ballyhooed new entry is Guccione's Viva, which is scheduled for an initial press run of 1,000,000 in September. Trade reports have it that Guccione plans to take on Cosmopolitan in the same way that Penthouse challenged Playboy. Guccione says merely that Viva will be "a sex-oriented magazine as Penthouse...
...much sex will the market bear? Cosmopolitan Editor Helen Gurley Brown wasn't a bit worried about Playgirl and Viva, the two liberated magazines that have been started up to steal away her 1,700,000 circulation. "The more competition, the better. After all, the pressing question is how to get through the night." Are the 600,000 women who grabbed up Playgirl's first beefcake issue a new breed of female? "No, women are still worried about self-improvement. I throw in the sex, but I try to make Cosmo as much like the Reader...