The Press: Sassy Newcomer

The latest phenomenon in U.S. magazine publishing is Playboy, an oversexed young version of the 23-year-old Esquire. Last week, not yet three years old but selling 688,000 copies, the slick and sassy 50¢ monthly threatened to outstrip Esquire (circ. 778,000) in a circulation fight. Playboy has also spawned a litter of its own imitators, e.g., Playgirl (which it is suing for too close an imitation), Nugget, Rogue, U.S. Male.

Even Esquire has paid the ultimate compliment by shedding some of its latter-day respectability. But Esquire still cannot keep abreast. In its August number Playboy printed four pictures of Cinebabe Anita Ekberg in...

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