The Press: Morale and Morality

Ever since it was cited by the U.S. Post Office last month for naughtiness (mostly because of its lithe, leggy, lightly clad "Varga Girl" drawings), the magazine Esquire has been crusading zealously in its own behalf. In a series of advertisements in newspapers and trade magazines it had been preparing for its Oct. 19 hearing (at which postal examiners will determine Esquire's right to continue to use second-class mail) by back-patting itself as a soldier-sailor morale builder.

The first ads were calmly logical, only slightly pouty. One mentioned "the galaxy of pinups and...

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