The Press: Viva Viva?

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...

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