(3 of 5)
The flurry of imitators is at least partially responsible for a leveling out of Playboy's phenomenal growth. After posting a record circulation last November, Playboy has dipped to monthly sales below 7,000,000 copies, and carried 36 fewer ad pages (916) in fiscal 1973 than during the previous year.
At the same time, some of Playboy's widespread other enterprises, which include hotels, clubs and movie productions, have run up big losses.
Hefner explains the drop-off in advertising by pointing to a 10% rate increase that took effect in July 1972, boosting a four-color full-page ad in Playboy to $42,950. Previous rate hikes, however, did not similarly dampen advertiser enthusiasm. The chorus line of imitators may even slow down its lead dancer: though Guccione claims that his threat to overtake Playboy's circulation by 1974 still holds, some publishing experts doubt that Penthouse can boost sales that quickly.
Until fairly recently Playboy centerfolders were coy and well-combed girls who were certain to enjoy wholesome pastimes like beach Frisbee and reading—and were good cooks to boot.
They looked about as erotic as plastic dolls. That scene, Guccione told TIME Correspondent John Tompkins, "was part of a make-believe world, deliberately contrived and no longer bought or accepted."
By contrast Penthouse offered startlingly erotic nude photographs in which sultry models fondled themselves, wore intricate lingerie and sprawled in loose-limbed abandon.
Moreover, it published letters from readers on a variety of kinky subjects that Playboy never mentioned. Partly in response to this far more sophisticated eroticism, Playboy made a key policy decision regarding pubic hair (show it). Its June Playmate was posed languishing in a dim boudoir wearing nothing but thigh-high black net stockings and high heels—a nod of sorts toward the fetishisms that have been a standard Penthouse kick. Is ex-Hooker Xaviera Hollander giving Penthouse readers a regular advice column on 1,001 different sexual problems? ROW!
Hefner strikes back with Deep Throat Thespian Linda Lovelace, who may be hired to offer similar help in Oui.
Bit of Frosting. Hefner insists that he is not bothered by Penthouse's innovations. In an interview with TIME Correspondent Richard Woodbury, Hefner acknowledged that his magazine "is not nearly as avantgarde, or on the forefront of the fight for sexual freedom in terms of content, as it was."
The reason, said Hefner, is that "society has moved so far—there were no porno films in the '50s, there was no Screw magazine." Most of the "alternates," as Hefner refers to the competition, "won't survive—they are not good enough." Penthouse, he said, "is an old-fashioned sex magazine with a bit of frosting," and any claim that it would overtake Playboy's circulation is "bullshit." Clearly reluctant to tamper overmuch with a multimillion-dollar success, he promised that "you won't see any dramatic changes in Playboy."