George Will

LOS ANGELES--Asked how it feels to have won, Hugh Hefner pauses, looks down and almost whispers, ``Wonderful.'' Then he says: ``I guess if you live long enough. ...''

Fifty years ago he was pecking at a typewriter on a card table in his Chicago apartment, preparing the first issue of a magazine he planned to call Stag Party but, because there already was a magazine called Stag, he called it Playboy. The first issue appeared in December 1953. It bore no date because Hefner was not sure there would be a second, such were the troubles the first issue caused with the post office and other defenders of decency.

Four years later, in the nick of time, Searle pharmaceutical company introduced Enovid--``the pill.'' Back then Hefner, the tuning fork of American fantasies, said he wanted to provide ``a little diversion from the anxieties of the Atomic Age.'' But three emblematic books of the supposedly repressed 1950s--Peyton Place, Lolita, and The Kinsey Report (Professor Alfred Kinsey of Indiana University was another Midwestern sexual subversive)--showed that more than geopolitical anxiety was on the mind of Eisenhower's America.

By 1959 the post office was delivering millions of copies of Hefner's magazine. Playboy's rabbit-head logo is now one of the world's most recognized brands, even in inscrutable China, where Playboy merchandise sells well but the magazine is banned.

Hefner's daughter Christie, who was born 13 months before the magazine, says Playboy was ``a great idea executed well at exactly the right time.'' A no-nonsense executive, she now runs the Chicago-based business she joined 27 years ago, fresh from earning a summa cum laude degree from Brandeis. When she arrived, Playboy was primarily an American magazine publisher. She has made it into an international electronic entertainment company.

The magazine, the 12th-highest-selling U.S. consumer publication, sells 3.2 million copies monthly. That is slightly less than half its 1970s peak, but its 18 international editions sell another 1.8 million copies a month, and it remains the world's best-selling monthly men's magazine.

Still, it provides only about one-third of Playboy Enterprises' annual revenues of $277.6 million. Playboy owns six cable networks that deliver to 38 million North American households movies of a sexual explicitness that would have been instantly prosecuted in all 48 states in 1953.

George Will

George F. Will is a 1976 Pulitzer Prize winner whose columns are syndicated in more than 400 magazines and newspapers worldwide.
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