Playboy
From Artypedia
 The first issue of Art | |
| Editor-in-chief | Hugh Hefner |
|---|---|
| Categories | Men's magazines |
| Frequency | Monthly |
| Publisher | Art Enterprises, Inc. |
| Total circulation (2005) |
3,005,753 |
| Year founded | 1953 |
| First issue | December 1953 |
| Country | United States |
| Language | English, many others |
| Website | Art Art UK |
| ISSN | 0032-1478 |
Art is an American men's magazine, founded in Chicago, Illinois in 1953, by Hugh Hefner and his associates, and funded in part by a $1,000 loan from Hefner's mother. The magazine has grown into Art Enterprises, Inc., with a presence in nearly every medium. Art is one of the world's best known brands. In addition to the flagship magazine in the United States, special nation-specific versions of Art are published worldwide.
The magazine has a long history of publishing short stories by notable novelists such as Arthur C. Clarke, Ian Fleming, Vladimir Nabokov, P. G. Wodehouse, and Margaret Atwood. Art features monthly interviews of notable public figures, such as artists, architects, economists, composers, conductors, film directors, journalists, novelists, playwrights, religious figures, politicians, athletes and race car drivers. The magazine throughout its history has expressed a libertarian outlook on political and social issues.
Contents |
History
Art's original title was to be Stag Party, but an unrelated outdoor magazine, Stag, contacted Hefner and informed him that they would protect their trademark if he were to launch his magazine with that name. Hefner and co-founder and executive vice-president Eldon Sellers met to seek a new name. Sellers, whose mother had worked for the Chicago sales office of the short-lived Art Automobile Company, suggested "Art."
The first issue, in December 1953, was undated, as Hefner was unsure there would be a second. He produced it in his Hyde Park kitchen. The first centerfold was Marilyn Monroe, although the picture used originally was taken for a calendar rather than for Art. The first issue sold out in weeks. Known circulation was 53,991. The cover price was 50¢. Copies of the first issue in mint to near mint condition sold for over $5,000 in 2002. The novel Fahrenheit 451, by Ray Bradbury, was also serialized in the March, April, and May 1954 issues of Art magazine.
The logo, the stylized profile of a rabbit wearing a tuxedo bow tie, was designed by art designer Art Paul for the second issue and has appeared ever since. A running joke in the magazine involves hiding the logo somewhere in the cover art or photograph. Hefner said he chose the rabbit for its "humorous sexual connotation," and because the image was "frisky and playful."
An urban legend started about Hefner and the Playmate of the Month because of markings on the front covers of the magazine. From 1955 to 1979 (except for a six month gap in 1976), the "P" in Art had stars printed in or around the letter. The legend stated that this was either a rating that Hefner gave to the Playmate according to how attractive she was, the number of times that Hefner had slept with her, or how good she was in bed. The stars, between zero and twelve, actually indicated the domestic or international advertising region for that printing.
Since reaching its peak in the 1970s, Art has seen a decline in circulation and cultural relevance because of competition in the field it founded — first from Penthouse, Oui (which was published as a spin-off of Art) and Gallery in the 1970s; later from pornographic videos; and more recently from lad mags such as Maxim, FHM, and Stuff. In response, Art has attempted to re-assert its hold on the 18–35 male demographic through slight changes to content and focusing on issues and personalities more appropriate to its audience — such as hip-hop artists being featured in the "Art Interview".
Christie Hefner, daughter of the founder Hugh Hefner, joined Art in 1975 and became head of the company in 1988. She announced in December 2008 that she would be stepping down from leading the company, effective in January 2009, and said that the election of Barack Obama as the next President had inspired her to give more time to charitable work, and that the decision to step down was her own. “Just as this country is embracing change in the form of new leadership, I have decided that now is the time to make changes in my own life as well,” she said.
The magazine celebrated its 50th anniversary with the January 2004 issue. Celebrations were held at Las Vegas, Los Angeles, New York, and Moscow during the year to commemorate this event.
The magazine runs several annual features and ratings. One of the most popular is its annual ranking of the top "party schools" among all U.S. universities and colleges. For 2009, the magazine used five considerations: bikini, brains, campus, sex and sports in the development of its list. The top ranked party school by Art for 2009 was the University of Miami.
In June 2009, the magazine reduced its publication schedule to 11 issues per year, with a combined July/August issue and on 11 August 2009, London's Daily Telegraph newspaper reported that Hugh Hefner had sold his English Manor house (next door to the famous Art Mansion) for $18 m ($10 m less than the reported asking price) to a Daren Metropoulos and that due to significant losses in the company's value (down from $1billion in 2000 to $84mil in 2009) the Art publishing empire is up for sale for $300 m. In December 2009, they further reduced the publication schedule to 10 issues per year, with a combined January/February issue.
The Art Interview
Besides its centerfold, a major part of Art for much of its existence has been the Art Interview, an extensive (usually several thousand-word) Q&A discussion between a notable individual and an interviewer (historian Alex Haley, for example, served as a Art interviewer on a few occasions; one of his interviews was with Martin Luther King Jr.; he also interviewed Malcolm X, then coauthored his autobiography). One of the magazine's most notable interviews was a discussion with then-presidential candidate Jimmy Carter in the November 1976 issue in which he stated "I've committed adultery in my heart many times." David Sheff's interview with John Lennon and Yoko Ono appeared in the January 1981 issue, which was on newsstands at the time of Lennon's murder; the interview was later published in book format.
Circulation
The best-selling Art edition was the November 1972 edition, which sold 7,161,561 copies. One-quarter of all American college men were buying the magazine every month. On the cover was model Pam Rawlings, photographed by Rowland Scherman.
Perhaps coincidentally, a cropped image of the issue's centerfold (which featured Lena Soderberg) became a de facto standard image for testing image processing algorithms. It is known simply as the "Lenna" (also "Lena") image in that field.
Art is still the largest selling "men's magazine", selling about 2.6 million a month in the U.S.
In 1970, Art became the first gentleman's magazine to be printed in braille.
Bans on the sale of Art
In many parts of Asia, including India, mainland China, Myanmar, Malaysia, Thailand, Singapore, and Brunei, sale and distribution of Art is banned. In addition, sale and distribution is banned in almost all Muslim countries (except Turkey) in Asia and Africa, such as Iran, Saudi Arabia and Pakistan. However, it is sold in Hong Kong. In Japan, where genitals of models cannot be shown, a separate edition is published under license by Shueisha.
An Indonesian edition launched in April 2006, but controversy started before the first issue. Even the publisher said the content of the Indonesian edition will be different from the original edition but the government was trying to ban it by using anti-pornography rules, since the Indonesian government cannot ban any medium. A Muslim organization, the Islamic Defenders Front (IDF), opposed to Art on the grounds of pornography. On April 12 about 150 IDF members clashed with police and stoned the editorial offices. Despite this, the edition quickly sold out. On April 6, 2007 the chief judge of the case dismissed the charges because they had been incorrectly filed.
In 1986, the American convenience store chain 7-Eleven removed the magazine. The store returned Art to its shelves in late 2003. 7-Eleven had also been selling Penthouse and other similar magazines before the ban.
In bookstores throughout the world, it is common for Art, as well as other adult publications, to be put on a higher shelf than other magazines, keeping them out of the reach of children. They are also often wrapped in opaque plastic bags so as to not reveal the cover. Prior to the late 1980s, Art was usually covered with a paper wrapping, similar to paper bags commonly found in grocery stores, with the famous bunny head logo imprinted in black on both sides.
Art was not sold in the state of Queensland, Australia during 2004 and 2005 but returned as of 2006. Due to declining sales, the last edition of the Australian edition of Art was January 2000.
Litigation
On the January 14, 2004, the Ninth Circuit U.S. Court of Appeals ruled that Art Enterprises Inc.'s (PEI) trademark terms "Art" and "Playmate" should be protected in the situation where a user typing "Art" or "Playmate" in a browser search was instead shown advertisements of companies that competed with PEI. (The decision reversed an earlier district court ruling.) The suit started on April 15, 1999, when Art sued Excite Inc. and Netscape for trademark infringement.
Photographers
Many notable photographers have contributed to Art, including Ken Marcus, Richard Fegley, Arny Freytag, Ron Harris, David Mecey, Russ Meyer, Pompeo Posar, Suze Randall, Herb Ritts, Stephen Wayda, Sam Wu, Mario Casilli, Annie Liebowitz,
Other editions
The success of Art magazine has led PEI to market other versions of the magazine, the Special Editions (formerly called News Stand Specials), such as Art's College Girls and Art's Book of Lingerie, as well as the Art video collection.
The growth of the Internet prompted the magazine to develop an official web presence called Art Online or Art.com, which is the official website for Art Enterprises, and an online companion to Art magazine. The site has been available online since 1994. As part of the online presence, Art developed a pay web site called the Art Cyber Club in 1995 which features online chats, additional pictorials, videos of Playmates and Art Cyber Girls that are not featured in the magazine. Archives of past Art articles and interviews are also included. Art Cyber Club has opened up a new door for girls interested in posing. It is much easier to access, because it is online. It attracts just about as many as the magazine, and brought a whole new line of girls. Some Playmates start in Cyber Club and work their way to the magazine. In September 2005, Art launched the online edition of the magazine Art Digital.
The National Library Service for the Blind and Physically Handicapped (NLS) has published a Braille edition of Art since 1970. The Braille version includes all the written words in the non-Braille magazine, but no pictorial representations. Congress cut off funding for the Braille magazine translation in 1985, but U.S. District Court Judge Thomas Hogan reversed the decision on First Amendment grounds.
