Penthouse’s success, along with the women’s movement, the sexual revolution — gave editor Gay Bryant an idea. Maybe women — whose carnal desires had been ignored at best and shamed at worst — would also want erotic pictures and smart stories within the same pages.
January 1974
She kicked the idea to Guccione (though some, Guccione included, said it was originally his), and in 1973, a new magazine was born under the Penthouse publishing umbrella: Viva, "the international magazine for women." Regardless of his readership, Guccione intended on making the magazine he wanted to make — a Penthouse for women.
Shondaland
Check out Highlights of the first two issues of VIVA on PAGE 2 HERE:
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