Over the nearly 70 years since Hugh Hefner, who died recently at the age of 91, laid out the first issue of Playboy on his kitchen table, the magazine and his personal lifestyle embodied the ultimate expression of heterosexual male privilege and sexual freedom.
In 1953, Hugh Hefner, founder of Playboy magazine, was an ordinary man living an ordinary life. He had everything a middle-class man was supposed to want, including a wife and children. But Hefner felt constrained by the conservative post-World War II culture that pressured men like him into traditional domestic life.
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Playboy is an American men's lifestyle and entertainment magazine, formerly in print and currently online. It was founded in Chicago in 1953, by Hugh Hefner and his associates, funded in part by a $1,000 loan from Hefner's mother.[3]
Known for its centerfolds of nude and semi-nude[4] models (Playmates), Playboy played an important role in the sexual revolution[5] and remains one of the world's best-known brands, with a presence in nearly every medium.[6] In addition to the flagship magazine in the United States, special nation-specific versions of Playboy are published worldwide, including those by licensees, such as Dirk Steenekamp's DHS Media Group.[7][8][9][10][11]
The magazine has a long history of publishing short stories by novelists such as Arthur C. Clarke,[12] Ian Fleming,[12] Vladimir Nabokov,[13] Saul Bellow, Chuck Palahniuk, P. G. Wodehouse,[12] Roald Dahl,[14] Haruki Murakami, and Margaret Atwood.[12] With a regular display of full-page color cartoons, it became a showcase for cartoonists such as Jack Cole,[15] Eldon Dedini,[16] Jules Feiffer,[17] Harvey Kurtzman, Shel Silverstein,[18] Doug Sneyd, Erich Sokol,[12] Roy Raymonde,[19] Gahan Wilson, and Rowland B. Wilson.[20] Art Paul designed the bunny logo. Leroy Neiman drew the Femlin characters for Playboy jokes. Patrick Nagel painted the headers for Playboy Forum and other sections.
Playboy features monthly interviews of public figures, such as artists, architects, economists, composers, conductors, film directors, journalists, novelists, playwrights, religious figures, politicians, athletes, and race car drivers. The magazine generally reflects a liberal editorial stance, although it often interviews conservative celebrities.[21]
The first issue, in December 1953, was undated, as Hefner was unsure there would be a second. He produced it in his Hyde Park kitchen. The first centerfold was Marilyn Monroe, although the picture used originally was taken for a calendar rather than for Playboy.[28] Hefner chose what he deemed the "sexiest" image, a previously unused nude study of Monroe stretched with an upraised arm on a red velvet background with closed eyes and mouth open.[29] The heavy promotion centered on Monroe's nudity on the already-famous calendar, together with the teasers in marketing, made the new Playboy magazine a success.[30][31]The first issue sold out in weeks. Known circulation was 53,991.[32] The cover price was 50. Copies of the first issue in mint to near-mint condition sold for over $5,000 in 2002.[33]
An urban legend started about Hefner and the Playmate of the Month because of markings on the front covers of the magazine. From 1955 to 1979 (except for a six-month gap in 1976), the "P" in Playboy had stars printed in or around the letter. Urban legend stated that this was either a rating that Hefner gave to the Playmate according to how attractive she was, the number of times that Hefner had slept with her, or how good she was in bed. In truth, stars, between zero and 12, indicated the domestic or international advertising region for that printing.[35]
In the 1960s, the magazine added "The Playboy Philosophy" column. Early topics included gay rights,[36] women's rights, censorship, and the First Amendment.[36] Playboy was an early proponent of cannabis reform and provided founding support to the National Organization for the Reform of Marijuana Laws in 1970.[37]
From 1966 to 1976, Robie Macauley was the fiction editor at Playboy. During this period the magazine published fiction by Saul Bellow, Sen Faolin, John Updike, James Dickey, John Cheever, Doris Lessing, Joyce Carol Oates, Vladimir Nabokov, Michael Crichton, John le Carr, Irwin Shaw, Jean Shepherd, Arthur Koestler, Isaac Bashevis Singer, Bernard Malamud, John Irving, Anne Sexton, Nadine Gordimer, Kurt Vonnegut and J. P. Donleavy, as well as poetry by Yevgeny Yevtushenko.[38]
The magazine celebrated its 50th anniversary with the January 2004 issue. Celebrations were held at Las Vegas, Los Angeles, New York, and Moscow during the year to commemorate this event. Playboy also launched limited-edition products designed by fashion houses such as Versace, Vivienne Westwood and Sean John. As a homage to the magazine's 50th anniversary, MAC Cosmetics released two limited-edition products, namely a lipstick and a glitter cream.[47]
The printed magazine ran several annual features and ratings. One of the most popular was its annual ranking of the top "party schools" among all U.S. universities and colleges. In 2009, the magazine used five criteria: bikini, brains, campus, sex and sports in the development of its list. The top-ranked party school by Playboy for 2009 was the University of Miami.[48]
In June 2009, the magazine reduced its publication schedule to 11 issues per year, with a combined July/August issue. On August 11, 2009, London's Daily Telegraph newspaper reported that Hugh Hefner had sold his English manor house (next door to the Playboy Mansion in Los Angeles) for $18 m ($10 m less than the reported asking price) to another American, Daren Metropoulos, the President and co-owner of Pabst Blue Ribbon, and that due to significant losses in the company's value (down from $1 billion in 2000 to $84 million in 2009), the Playboy publishing empire was for sale for $300 million.[49] In December 2009, the publication schedule was reduced to 10 issues per year, with a combined January/February issue.
On July 12, 2010, Playboy Enterprises Inc. announced Hefner's $5.50 per share offer ($122.5 million based on shares outstanding on April 30 and the closing price on July 9) to buy the portion of the company he did not already own and take the company private with the help of Rizvi Traverse Management LLC. The company derived much of its income from licensing, rather than from the magazine.[50] On July 15, Penthouse owner FriendFinder Networks Inc. offered $210 million (the company is valued at $185 million), though Hefner, who already owned 70 percent of voting stock, did not want to sell.[51] In January 2011, the publisher of Playboy magazine agreed to an offer by Hefner to take the company private for $6.15 per share, an 18 percent premium over the price of the last previous day of trading.[52] The buyout was completed in March 2011.[53]
In October 2015, Playboy announced the magazine would no longer feature full-frontal nudity beginning with the March 2016 issue.[55] Company CEO Scott Flanders acknowledged the magazine's inability to compete with freely available internet pornography and nudity; according to him, "You're now one click away from every sex act imaginable for free. And so it's just pass at this juncture".[56] Hefner agreed with the decision.[57] The redesigned Playboy, however, would still feature a Playmate of the Month and pictures of women, but they would be rated as not appropriate for children under 13.[57] The move would not affect PlayboyPlus.com (which features nudity at a paid subscription).[58] Josh Horwitz of Quartz argued that the motivation for the decision to remove nudity from the magazine was to give Playboy Licensing a less inappropriate image in India and China, where the brand is a popular item on apparel and thus generates significant revenue.[59]
Among other changes to the magazine included ending the popular jokes section and the various cartoons that appeared throughout the magazine. The redesign eliminated the use of jump copy (articles continuing on non-consecutive pages), which in turn eliminated most of the space for cartoons.[60] Hefner, himself a former cartoonist, reportedly resisted dropping the cartoons more than the nudity, but ultimately obliged. Playboy's plans were to market itself as a competitor to Vanity Fair, as opposed to more traditional competitors GQ and Maxim.[54]
In early 2018, and according to Jim Puzzanghera of the Los Angeles Times, Playboy was reportedly "considering killing the print magazine", as the publication "has lost as much as $7 million annually in recent years".[62] However, in the July/August 2018 issue a reader asked if the print magazine would discontinue, and Playboy responded that it was not going anywhere.
Following Hefner's death, and his family's financial stake in the company, the magazine changed direction. In 2019, Playboy was relaunched as a quarterly publication without adverts. Topics covered included an interview with Tarana Burke, a profile of Pete Buttigieg, coverage of BDSM and a cover photo representing gender and sexual fluidity.[1]
In March 2020, Ben Kohn, CEO of Playboy Enterprises, announced that the spring 2020 issue would be the last regularly scheduled printed issue and that the magazine would now publish its content online. The decision to close the print edition was attributed in part to the COVID-19 pandemic which interfered with distribution of the magazine.[63]
In 1971, Playboy had a circulation rate base of seven million, which was its high point.[66] The best-selling individual issue was the November 1972 edition, which sold 7,161,561 copies. One-quarter of all American college men were buying or subscribing to the magazine every month.[67] On the cover was model Pam Rawlings, photographed by Rowland Scherman. Perhaps coincidentally, a cropped image of the issue's centerfold (which featured Lena Sderberg) became a de facto standard image for testing image processing algorithms. It is known simply as the "Lenna" (also "Lena") image in that field.[68] In 1972, Playboy was the ninth highest circulation magazine in the United States.[69] 0852c4b9a8
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