What Is Penthouse Magazine? History, Content & Legacy

What Is Penthouse Magazine?

Penthouse magazine is an adult men’s publication known for its blend of erotic photography and investigative journalism. Founded in 1965 by Bob Guccione in the United Kingdom, it quickly distinguished itself from competitors by pushing the boundaries of acceptable content and what constitutes serious reporting.

Penthouse Magazine: History and Controversy

Penthouse magazine is an adult men’s magazine famous for its erotic photos and journalism. It was founded by Bob Guccione, an American artist-turned-publisher, in London in 1965. Guccione said he launched Penthouse partly to make money after struggling as a painter abroad. From the start, Penthouse mixed “softcore” nude photos of women with articles on sex and lifestyle topics. Over time, its photos became more graphic (eventually hardcore in the 1990s) and it earned a reputation for pushing boundaries.

Origins and Early Years

Bob Guccione moved to London in the early 1960s and saw a chance to create a new kind of magazine. The first issue of Penthouse (in March 1965) sold out in just a few days. The magazine immediately sparked controversy: British postal inspectors even threatened to ban it for obscenity. That unwanted attention turned into free publicity, helping Penthouse become England’s best-selling men’s magazine almost overnight. In other words, Penthouse turned censorship attempts into headlines that boosted its sales.

Expansion to the United States

In 1969, Guccione introduced Penthouse to the American market, directly challenging Playboy’s dominance. Penthouse differentiated itself by featuring more explicit imagery and tackling controversial topics. This approach attracted a substantial readership, and by the mid-1970s, Penthouse’s circulation rivaled that of Playboy.

The “Pubic Wars” and Peak Popularity

The 1970s saw the onset of the so-called “Pubic Wars,” a rivalry between Penthouse and Playboy over the depiction of nudity. Penthouse broke taboos by showcasing full-frontal nudity, including pubic hair, which Playboy had previously avoided. This bold move paid off, with Penthouse’s circulation peaking at 4.7 million copies per month by 1979.

Diversification and Ventures

Beyond the magazine, Guccione expanded the Penthouse brand into various ventures. He invested in the film industry, producing the controversial movie “Caligula” in 1979. Additionally, he developed the Haludovo Palace Hotel in Croatia, a luxury resort intended to embody the Penthouse lifestyle. However, these ventures often faced financial difficulties and failed to achieve lasting success.

Growth and Competition

Penthouse grew rapidly in the 1970s. By 1975, it was selling about 4 million copies each month, second only to Playboy. This success even worried Playboy’s founder, Hugh Hefner. Playboy responded by featuring more nudity itself and even launching a new men’s magazine, Oui, to directly compete with Penthouse. In what was later called the “pubic wars,” Penthouse centerfolds began showing pubic hair and more full nudity, daring Playboy to keep up. Eventually, Playboy did loosen its rules, but Penthouse remained seen as the raunchier of the two.

By the late 1970s, Penthouse’s peak monthly sales reached nearly 5 million copies. Its centerfold models were known as “Penthouse Pets,” and each Pet of the Month wore a distinctive key-shaped necklace on the cover.

Content and Style of Penthouse Magazine

Penthouse magazine, founded by Bob Guccione in 1965, carved a distinct niche in the adult publishing world by combining explicit photography with serious journalism. This blend set it apart from contemporaries and contributed to its significant cultural impact.

Erotic Photography with an Artistic Touch

Guccione’s background as a painter influenced Penthouse’s visual style. He often photographed models himself, employing soft-focus techniques and diffused lighting to create a voyeuristic aesthetic. Models were typically portrayed as unaware of the camera, enhancing the sense of intimacy and realism.

Penthouse pushed boundaries by featuring more explicit content than its competitors. In the 1970s, it became the first major U.S. men’s magazine to display pubic hair, initiating what became known as the “Pubic Wars” with Playboy. The magazine continued to challenge norms by introducing more graphic imagery, including full-frontal nudity and depictions of sexual acts.

Investigative Journalism and Literary Contributions

Beyond its visual content, Penthouse was notable for its commitment to investigative journalism. The magazine published in-depth articles on political scandals, corporate corruption, and social issues, often taking bold stances that sparked controversy.

Penthouse also served as a platform for literary works. It featured stories from renowned authors such as Stephen King, whose “Children of the Corn” first appeared in the magazine, and Anne Rice, who published under the pseudonym A.N. Roquelaure.

Cultural Impact and Legacy

Penthouse’s unique combination of erotic imagery and serious journalism influenced the landscape of adult publishing. Its willingness to confront taboo subjects and challenge societal norms contributed to broader discussions about sexuality and freedom of expression.

While the magazine faced criticism and legal challenges over the years, its impact on media and culture remains significant. Penthouse’s approach to content and style set a precedent for future publications seeking to blend adult themes with substantive reporting.

Controversies and Criticism of Penthouse Magazine

Penthouse magazine, since its inception in 1965, has been a lightning rod for controversy. Its explicit content, legal entanglements, and ethical debates have sparked widespread criticism and cultural backlash. This article tells the major controversies that have defined Penthouse’s tumultuous history.

The Vanessa Williams Scandal

In 1984, Penthouse published unauthorized nude photographs of Vanessa Williams, the first African American Miss America. The images, taken two years prior without her consent, led to her resignation from the title. The publication faced intense criticism for exploiting Williams, who described the experience as feeling “violated” and “betrayed” . Despite the backlash, the issue became one of Penthouse’s best-selling editions, highlighting the magazine’s controversial approach to content.

The Traci Lords Controversy

The same 1984 issue featured Traci Lords, who was later revealed to be underage at the time of the photoshoot. This revelation led to legal challenges and raised serious ethical concerns about the magazine’s vetting processes. The incident underscored the potential dangers of inadequate age verification in adult publishing.

Legal Battles and Libel Suits

Penthouse has faced numerous legal challenges over the years. In 1975, the magazine published an article alleging connections between the La Costa Resort and organized crime figures. The resort’s owners filed a $522 million libel lawsuit, which was eventually settled in 1985 after a jury absolved Penthouse of liability. Additionally, in 2002, Penthouse mistakenly published topless photos of Judith Soltesz-Benetton, misidentifying her as tennis star Anna Kournikova. The magazine settled the resulting lawsuit, issuing a public apology and agreeing to destroy remaining copies of the issue.

Feminist Protests and Cultural Backlash

Penthouse’s explicit content has drawn ire from feminist groups and cultural critics. In the mid-1980s, activists led by Melissa Farley and Nikki Craft launched a campaign called the “National Rampage,” involving civil disobedience actions against the magazine. Protesters destroyed copies of Penthouse in stores and staged demonstrations, accusing the publication of promoting misogyny and exploitation.

The ‘Caligula’ Incident and Exploitation Allegations

Penthouse founder Bob Guccione financed the 1979 film “Caligula,” which featured explicit sexual content. Actress Anneka Di Lorenzo, who starred in the film, later sued Guccione for sexual harassment, alleging she was coerced into sexual acts with his associates. Although she initially won a $4 million judgment, the decision was overturned on appeal. Guccione subsequently published explicit images of Di Lorenzo in Penthouse without her consent, a move widely condemned as vindictive and exploitative.

Decline and Financial Troubles

The rise of internet pornography and changing consumer preferences led to a decline in Penthouse’s circulation. Poor business decisions, including failed investments in ventures like the Penthouse Boardwalk Hotel and Casino, exacerbated the magazine’s financial woes. In 2003, Penthouse’s parent company filed for bankruptcy, and Guccione resigned as CEO. Despite attempts to revitalize the brand, including a shift to digital formats, Penthouse has struggled to regain its former prominence.

Evolution and Decline of Penthouse Magazine

Penthouse magazine, founded by Bob Guccione in 1965, carved a unique niche in adult publishing by blending explicit content with investigative journalism. Over the decades, it experienced significant highs and lows, reflecting broader shifts in media consumption and societal attitudes.

The Rise: 1965–1980s

Launched in the UK, Penthouse quickly gained attention for its more explicit content compared to contemporaries like Playboy. By 1969, it expanded to the U.S., challenging established norms and pushing boundaries in adult entertainment. The magazine’s peak came in the 1970s, boasting a circulation of over 5 million copies, making Guccione one of America’s wealthiest publishers.

Challenges and Controversies: 1980s–1990s

The 1980s brought significant challenges. In 1984, Penthouse published unauthorized nude photos of Vanessa Williams, leading to widespread criticism and her resignation as Miss America. Such controversies, combined with increasing explicitness, alienated advertisers and distributors. The rise of the internet in the 1990s further eroded Penthouse’s dominance, as free online content became readily available.

Financial Decline and Bankruptcy: 2000s

By the early 2000s, Penthouse faced mounting financial difficulties. In 2003, its parent company filed for bankruptcy, citing declining revenues and competition from digital platforms. Circulation had plummeted from its peak to just over 500,000 copies. Guccione stepped down as CEO, and the magazine changed ownership, attempting to revitalize its brand in a rapidly evolving media landscape.

Transition to Digital: 2010s Present

Recognizing the shift in consumer preferences, Penthouse ceased its print edition in 2016, transitioning to a digital-only format. This move aimed to adapt to the digital age, offering content accessible across various devices. Despite efforts to modernize, the brand faced challenges in maintaining its relevance amidst a plethora of online adult content.

Penthouse in the Digital Age

Today, Penthouse survives mostly as a digital brand. There are still monthly digital editions of the magazine and a website under Penthouse World Media. The classic concept of “Pet of the Month” continues online, with centerfold pictorials of models. The physical magazine is no longer on newsstands, but the Penthouse name lives on through websites and licensed channels (the brand even has adult cable TV channels). The company also releases related products: for example, in 2024, it began publishing physical comic magazines under the Penthouse name.

Conclusion

Penthouse magazine’s journey from its provocative inception in 1965 to its current digital presence encapsulates the evolving landscape of adult media and societal attitudes toward sexuality. Founded by Bob Guccione, the magazine distinguished itself with a blend of explicit imagery and investigative journalism, challenging norms and sparking debates on censorship and free expression.