Hugh Hefner, who created Playboy magazine and spun it into a media and entertainment-industry giant — all the while, as its very public avatar, squiring attractive young women (and sometimes marrying them) well into his 80s — died at his home. He was 91.
Hefner the man and Playboy the brand were inseparable. Both advertised themselves as emblems of the sexual revolution, an escape from American priggishness and wider social intolerance. Both were derided over the years — as vulgar, as adolescent, as exploitative and finally as anachronistic. But Mr. Hefner was a stunning success from the moment he emerged in the early 1950s. His timing was perfect.
Mr. Hefner … repeatedly likened his life to a romantic movie; it starred an ageless sophisticate in silk pajamas and smoking jacket hosting a never-ending party for famous and fascinating people.
The first issue of Playboy was published in 1953, when Mr. Hefner was 27, a new father married to, by his account, the first woman he had slept with.
He had only recently moved out of his parents’ house and left his job at Children’s Activities magazine. But in an editorial in Playboy’s inaugural issue, the young publisher purveyed another life:
“We enjoy mixing up cocktails and an hors d’oeuvre or two, putting a little mood music on the phonograph and inviting in a female acquaintance for a quiet discussion on Picasso, Nietzsche, jazz, sex.”
This scene projected an era’s “premium boys’ style,” Todd Gitlin, a sociologist at Columbia University and the author of “The Sixties,” said in an interview. “It’s part of an ensemble with the James Bond movies, John F. Kennedy, swinging, the guy who is young, vigorous, indifferent to the bonds of social responsibility.”
Mr. Hefner was reviled, first by guardians of the 1950s social order — J. Edgar Hoover among them — and later by feminists. But Playboy’s circulation reached one million by 1960 and peaked at about seven million in the 1970s.
Long after other publishers made the nude “Playmate” centerfold look more sugary than daring, Playboy remained the most successful men’s magazine in the world. Mr. Hefner’s company branched into movie, cable and digital production, sold its own line of clothing and jewelry, and opened clubs, resorts and casinos.
The brand faded over the years, its flagship magazine’s circulation declining to less than a million. Mr. Hefner remained editor in chief even after agreeing to the magazine’s startling (and, as it turned out, short-lived) decision in 2015 to stop publishing nude photographs.
“You’re now one click away from every sex act imaginable for free,” he said. “And so it’s just passé at this juncture.” The magazine’s website, Playboy.com, had already been revamped as a “safe for work” site. Playboy was no longer illicit.
Mr. Hefner began excoriating American puritanism at a time when doctors refused contraceptives to single women and the Hollywood production code dictated separate beds for married couples. As the cartoonist Jules Feiffer, an early Playboy contributor, saw the 1950s, “People wore tight little gray flannel suits and went to their tight little jobs.”
“You couldn’t talk politically,” Mr. Feiffer said in the 1992 documentary “Hugh Hefner: Once Upon a Time.” “You couldn’t use obscenities. What Playboy represented was the beginning of a break from all that.”
Playboy was born more in fun than in anger. Mr. Hefner’s first publisher’s message, written at his kitchen table in Chicago, announced, “We don’t expect to solve any world problems or prove any great moral truths.”
Still, Mr. Hefner wielded fierce resentment against his era’s sexual strictures, which he said had choked off his own youth….In “The Playboy Philosophy,” a mix of libertarian and libertine arguments that Mr. Hefner wrote in 25 installments starting in 1962, his message was simple: Society was to blame. His causes — abortion rights, decriminalization of marijuana and, most important, the repeal of 19th-century sex laws — were daring at the time. Ten years later, they would be unexceptional.
“Hefner won,” Mr. Gitlin said. “The prevailing values in the country now, for all the conservative backlash, are essentially libertarian, and that basically was what the Playboy Philosophy was.
“It’s laissez-faire,” he added. “It’s anti-censorship. It’s consumerist: Let the buyer rule. It’s hedonistic. In the longer run, Hugh Hefner’s significance is as a salesman of the libertarian ideal.”
The Playboy Philosophy advocated freedom of speech in all its aspects, for which Mr. Hefner won civil liberties awards. He supported progressive social causes and lost some sponsors by inviting black guests to his televised parties at a time when much of the nation still had Jim Crow laws.
The magazine was a forum for serious interviews, the subjects including Jimmy Carter (who famously confessed, “I’ve committed adultery in my heart many times”), Bertrand Russell, Jean-Paul Sartre and Malcolm X. In the early days Mr. Hefner published fiction by Ray Bradbury (Playboy bought his “Fahrenheit 451” for $400), Herbert Gold and Budd Schulberg. It later drew, among many others, Vladimir Nabokov, Kurt Vonnegut, Saul Bellow, Bernard Malamud, James Baldwin, John Updike and Joyce Carol Oates.
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He married a high school classmate, Millie Williams, and began what he described as a deadening slog into 1950s adulthood: He took a job in the personnel department of a cardboard-box manufacturer. (He said he quit when asked to discriminate against black applicants.) He wrote advertising copy for a department store and then for Esquire magazine. He became circulation promotion manager of another magazine, Children’s Activities.
He was meanwhile plotting his own magazine, which was to be, among other things, a vehicle for his slightly randy cartoons. The first issue of Playboy was financed with $600 of his own money and several thousand more in borrowed funds, including $1,000 from his mother. But his biggest asset was a nude calendar photograph of Marilyn Monroe. He had bought the rights for $500.
When Playboy reached newsstands in December 1953, its press run of 51,000 sold out. The publisher, instantly famous, would soon become a millionaire; after five years, the magazine’s annual profit was $4 million, and its rabbit-head logo was recognized around the world.
Mr. Hefner ran the magazine and then the business empire largely from his bedroom, working on a round bed that revolved and vibrated. At first he was reclusive and frenetic, powered past dawn by amphetamines and Pepsi-Cola. In later years, even after giving up Dexedrine, he was still frenetic, and still fiercely attentive to his magazine.
His own public playboy persona emerged after he left his wife and children, Christie and David, in 1959. That year his new syndicated television series, “Playboy’s Penthouse,” put the wiry, intense Mr. Hefner, pipe in hand, in the nation’s living rooms. The set recreated his mansion on North State Parkway, rich in sybaritic amusements, where he greeted entertainers like Tony Bennett, Ella Fitzgerald and Nat King Cole, and intellectuals and writers like Max Lerner, Norman Mailer and Alex Haley, while bunches of glamorous young women milled around. (A later TV show, “Playboy After Dark,” was syndicated in 1969 and 1970.)
In the Playboy offices, life imitated image. Mr. Hefner told a film interviewer that in the early days, yes, “everybody was coupling with everybody,” including him. He later estimated that he had slept with more than 1,000 women. Over and over, he would say, “I’m the boy who dreamed the dream.”
Friends described him as both charming and shy, even unassuming, and intensely loyal. “Hef was always big for the girls who got depressed or got in a jam of some sort,” the artist LeRoy Neiman, one of the magazine’s main illustrators for more than 50 years, said in an interview in 1999. “He’s a friend. He’s a good person. I couldn’t cite anything he ever did that was malicious to anybody.”
At the same time, Mr. Hefner adored celebrity, his and others’. Mr. Neiman, who sometimes lived at the Playboy Mansion, said: “It was nothing to breakfast there with comedians like Mort Sahl, professors, any kind of person who had something on his mind that was controversial or new. At the parties in the early days, Alex Haley used to hang around. Tony Curtis and Hugh O’Brian were always there. Mick Jagger stayed there.”
A party at the Playboy Mansion in 1980, |
The glamour rubbed off on Mr. Hefner’s new enterprise, the Playboy Club, which was crushingly popular when it opened in Chicago in 1960. Dozens more followed. The waitresses, called bunnies, were trussed in brief satin suits with cotton fluffs fastened to their derrières.
One bunny briefly employed in the New York club would earn Mr. Hefner’s lasting enmity. She was an impostor, a 28-year-old named Gloria Steinem who was working undercover for Show magazine. Her article, published in 1963, described exhausting hours, painfully tight uniforms (in which half-exposed breasts floated on wadded-up dry cleaner bags) and vulgar customers.
Another feminist critic, Susan Brownmiller, debating Mr. Hefner on Dick Cavett’s television talk show, asserted, “The role that you have selected for women is degrading to women because you choose to see women as sex objects, not as full human beings.” She continued: “The day you’re willing to come out here with a cottontail attached to your rear end. …”
From left, the actor Darren McGavin, the actresses Jean Stapleton and Ruth Buzzi, Mr. Hefner, and Barbara Fisher at a casino fund-raiser in Los Angeles in 1979. CreditLennox Mclendon/Associated Press |
Mr. Hefner said later that he was perplexed by feminists’ apparent rejection of the message he had set forth in the Playboy Philosophy. “We are in the process of acquiring a new moral maturity and honesty,” he wrote in one installment, “in which man’s body, mind and soul are in harmony rather than in conflict.” Of Americans’ fright over anything “unsuitable for children,” he said, “Instead of raising children in an adult world, with adult tastes, interests and opinions prevailing, we prefer to live much of our lives in a make-believe children’s world.”
Clockwise from top left, Jerry Lewis, Anthony Newley, Mr. Hefner and Sammy Davis Jr. on the set of “Playboy After Dark,” the brand’s second TV show, in 1968. CreditBruce McBroom |
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The heady mood broke in 1974, when Mr. Hefner’s longtime personal assistant, Bobbie Arnstein, committed suicide. Ms. Arnstein had just been convicted of conspiracy to distribute cocaine, and Mr. Hefner said bitterly that investigators had hounded her to set him up.
He left Chicago for his second home in Los Angeles, an enormous mock-Tudor house with a grotto and a zoo (Mr. Hefner loved animals), where he could orchestrate the company’s move into films.
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Christie Hefner, then the chairwoman and chief executive of Playboy Enterprises, with her father, Hugh, at the New York Stock Exchange in 2003.CreditRichard Drew/Associated PressMr. Hefner relied more and more on his daughter named company president in 1982 and then chief executive, a position she held until 2009. Mr. Hefner suffered a stroke in 1985, but he recovered and remained editor in chief of Playboy, choosing the centerfold models, writing captions and tending to detail with an intensity that led his staff to call him “the world’s wealthiest copy editor.” |
In 1989 Mr. Hefner married again, …His second wife was Kimberley Conrad, the 1989 Playmate of the Year, 38 years his junior. They had two sons: Marston Glenn, born in 1990, and Cooper Bradford, born in 1991. [above]
The couple divorced in 2010, and Mr. Hefner plowed into his work, including the editing of “The Century of Sex,” a Playboy book….Meanwhile, to widespread snickering, he became a cheerleader for Viagra, telling a British journalist, “It is as close as anyone can imagine to the fountain of youth.”
The re-emerged Hef reveled in the new century. In 2005 he began appearing on television on the E! channel reality show “The Girls Next Door,” although his onscreen role consisted mostly of peering in while his three young, blond girlfriends planned adventures at the mansion. When the three original “Girls Next Door” went their separate ways after five seasons, he replaced them with three others, also young and blond — and shortly afterward asked one of them, Crystal Harris, to marry him.
Hugh Hefner, with his “runaway bride,” Crystal Harris |
Five days before the 85-year old Mr. Hefner was to marry the 25-year-old Ms. Harris in June 2011 — the wedding was to have been filmed by the Lifetime cable channel as a reality special — the bride called it off….But Ms. Harris had another change of heart, and the two married on New Year’s Eve 2012.
In 2005, the reality show “The Girls Next Door” offered viewers a look at the lives of three of Mr. Hefner’s young companions in the Playboy Mansion: from left, Holly Madison, Bridget Marquardt and Kendra Wilkinson.CreditEuropean Pressphoto Agency |
Through those years, however, the Playboy brand marched forward. In 2011 Mr. Hefner took Playboy Enterprises private again. Scott Flanders, after taking over as chief executive in 2009, focused on the licensing business, shrinking the company and raising its profits. The website, cleansed of any whiff of pornography, enjoyed huge growth, while Mr. Hefner, who retained his title and about 30 percent of the company’s stock, cheerfully tweeted news and pictures of the many festivities at the mansion, along with hundreds of photographs from his past, in the glory decades of the ’60s and ’70s.
Another of the “Girls Next Door,” Holly Madison, offered a much more depressing version of life in the mansion in a 2015 tell-all book. In the years when Mr. Hefner was calling her his “No.1 girlfriend,” she wrote in “Down the Rabbit Hole,” she endured a dysfunctional household of petty rules, allowances, quarrels and backstabbing, all directed by an emotionally manipulative old man. |
Sharan Magnuson, who arrived in Hollywood in 1980 to pursue an acting career and soon discovered a side of the Playboy Mansion that most people never discussed — certainly not if they wanted to be invited back.
“At first, it was magical,” Ms. Magnuson, who went on to become a senior executive at Warner Bros., said by phone on Thursday, a day after the death of Playboy’s founder, Hugh Hefner. “Glamorous. Fun. The mansion in perfect condition. Beautiful banquet spreads. You’d go outside and there were flamingos and monkeys. And Hef, who would come downstairs later, was always gracious and cool.”
Some of his male guests? Not so much.
In the mid-1980s, Ms. Magnuson, who was then known as Sharan Lea, and a girlfriend were invited to the mansion on a Sunday: movie night. She was not naïve, and ran with a hard-partying crowd. But she did not expect to find herself cornered outside — near the mansion’s famous grotto, with its three mammoth hot tubs and wooden shelves stocked with jumbo bottles of Johnson’s Baby Oil. A guy who had seemed nice suddenly had nine hands.“He tried to get me into the cave, and, when I refused, he really manhandled me,” Ms. Magnuson said. “I felt violated.”
She said she had managed to push away her assailant, who disappeared into the house. Within minutes, two guards approached her. “They said, ‘We’re sorry, but Mr. Hefner is asking you to leave the property,’” Ms. Magnuson recalled.
“Banned from the Playboy Mansion for refusing one of his gross friend’s sexual advances — total badge of honor,” Ms. Magnuson said. (She later added in a text message: “One of the reason ingénues accepted invitations to the mansion was to have a nice meal. Sad but true. I was the proverbial starving actress back then.”)
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THE BARBARA STRATTEN STORY
Playboy’ magazine founder and publisher Hugh Hefner with 1980 Playboy Playmate of the Year, Canadian model and actor Dorothy Stratten. (Frank Edwards / Getty Images) CHICAGO TRIBUNE The brutal killing of Stratten would remain a dark event that would follow him for years. He would later blame the cause of his stroke in 1985 on accusations flung at him by film producer Peter Bogdanovich, who had met Stratten at the Playboy Mansion and later fell in love with her. In a memoir about Stratten’s life, Bogdanovich blamed Hefner and the Playboy lifestyle for contributing to her death. He wrote that, “she could not handle the slick professional machinery of the Playboy sex factory, nor the continual efforts of its founder to bring her into his personal fold, no matter what she wanted.” “Sometimes I cried before I went to sleep,” Stratten wrote about staying at the Playboy mansion in a 16-page memoir that was publicly revealed after her death. “A lot of men were entering my life all of a sudden and a lot of them wanted me. No one was ever pushy or forceful – but talk can be very powerful – especially to a mixed-up little girl.” The man who put Stratten on Hefner’s radar, and who ultimately pulled the trigger that killed her, was Paul Snider. Stratten, born Dorothy Hoogstraten, was a teenager working at Dairy Queen when she met Snider, who was nine years older than her, drove a Corvette and was experienced at wooing young women. He bought her jewelry and cooked her dinner. He told her she was beautiful. Eventually, he convinced her to take nude photos, which were then sent to Playboy for consideration. Soon Stratten was flying in a plane for the first time in her life, heading toward Los Angeles and a place in the Playboy family. She was named Playmate of the month in August 1979 and was picked as Playmate of the Year in 1980. During that time, she was also weighing a wedding proposal from Snider. Hefner, who described himself as a “father figure” to her, said he expressed reservations when she told him about the proposal, according to Carpenter’s article. “I said to her that he had a ‘pimp-like quality’ about him,” Hefner told Carpenter. On June 1, 1979, Snider and Stratten married. Meanwhile, her career continued to take off. She was getting TV show and movie role offers. She appeared on the Johnny Carson show. One of her biggest breaks came when Bogdanovich cast her in his comedy “They All Laughed” alongside Audrey Hepburn. Filming took place in New York City and soon a relationship blossomed between the director and Stratten. She moved into his hotel suite, and later when they returned to California, she joined him at his home in Bel Air. Meanwhile, Snider, who had described her as his “rocket to the moon,” watched her grow more distant and hired a private detective. He also bought a 12-gauge shotgun. On August 14, 1980, Snider and Stratten were found nude in his West Los Angeles home, both dead from gunshot wounds to the head. Police later determined that Snider had raped her and then killed her before turning the gun on himself. In his interview with Carpenter, which appeared in November 1980, Hefner said he decided to publicly talk about it “because there is still a great tendency. . .for this thing to fall into the classic cliché of ‘smalltown girl comes to Playboy, comes to Hollywood, life in the fast lane,’ and that was somehow related to her death. And that is not what really happened. A very sick guy saw his meal ticket and his connection to power, whatever, slipping away. And it was that that made him kill her.” Bogdanovich later released a statement calling Stratten beautiful “in every way imaginable” and said they had planned to marry as soon as she was divorced. Dorothy looked at the world with love, and believed that all people were good deep down,” he wrote. “She was mistaken, but it is among the most generous and noble errors we can make.” Later when he criticized Hefner for the death, he also accused him of forcing himself on Stratten. “I am, publisher of Playboy or no, a very shy man. And I could no more force myself on a woman, psychologically or physically, than could the man on the moon,” Hefner said, according to a March 27, 1986 Rolling Stone article. Hefner, at a press conference, accused Bogdanovich of causing the stress which led to his stroke. And he did not stop there. He also threw out his own accusations, saying that Bogdanovich seduced Stratten’s little sister, Louise, who was 12 when her famous sister died, as a “pathological replacement” for the woman he could no longer have. Louise Stratten filed a slander lawsuit against Hefner that was later dropped. In 1989, at the age of 20, she and Bogdanovich were married. They divorced 12 years later. [Although neither Bogdanovich or Hefner would have admitted it, their behavior towards Stratten was not unlike Charles Foster Kane. They each objectified a beautiful woman to make her a star, whether she had the talent or not. They never considered if she had the emotional maturity to handle the burden they put upon her. And most likely, even if they did, it would not deter them. Bogdanovich and Hefner would most likely claim that Stratten would be the main financial beneficiary of their efforts. So, in the end, her emotional trevails would be more than compensated for. Assuming, of course, that she doesn’t have a nervous breakdown or wind up doing huge, boring jigsaw puzzles.–Esco20] —————————————————————————– |
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Like so many things in Hollywood, though, the reality had become quite different from the carefully crafted image. Rather than a rollicking pleasure palace, the mansion had become quite sad by 2009, when I spent time at the mansion for an article that would be headlined “The Loin in Winter.” Mr. Hefner’s struggling Playboy Enterprises was renting out the grounds nonstop for corporate events. He had lost most of his hearing but was still trying to pass off his silk-pajama shtick.
The masculine ideal of the era was narrowly defined: aloof, outdoorsy, a breadwinner, “manly.” Showing too much of an interest in culture, fine food or travel was anathema. Mr. Hefner felt trapped by conformity and designed a magazine that promoted a very different idea of what made an individual a “man” through its features and advice on clothing, food, alcohol selections, art, music and literature. Though it quickly became a cliché, many male readers really did “read it for the articles,” telling surveys that they enjoyed features on the ideal bachelor pad even more than the centerfold.
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He integrated his staff and membership; he hired men and women of all races, and often provided black comedians and musicians their first chances to perform in front of white audiences. When a New Orleans and Miami club owner segregated the membership, Mr. Hefner bought those franchises back. The clubs provided female employees with tuition reimbursement and encouraged them to attend college.
Mr. Hefner also set up the Playboy Foundation, which supported First Amendment rights, often contributing to defendants in free-speech cases. The foundation went on to support other works, including research on post-traumatic stress disorder, commissions on Agent Orange and programs and organizations for veterans.
American war in Vietnam. For hundreds of thousands of young men “in country” — their average age was 19 — the magazine made them feel as if they were back home. The centerfold pages hung on tent flaps and office walls, and could be found stashed in pockets, helmets and packs. The interest went beyond the women: Young soldiers eagerly perused the glossy advertisements for the latest stereos, cars and fashion, which they could buy at one of the mall-like PXs on the military’s sprawling bases (yes, even cars, which the government would ship home). It acted as a how-to guide for consumption and consumerism for many young men who had never had disposable income before.
Articles and interviews in the magazine were some of their only sources of real news about the growing antiwar and counterculture movements stateside. They went beyond the headlines, too, discussing and critiquing strategy, the draft and the politicians who moved the chess pieces. But the magazine also remained supportive of the men fighting the war. Countless letters from servicemen to the magazine, now stored in the Playboy archives, reveal how much the magazine lifted morale, how it brought a welcome respite from the boredom, terror and chaos they endured on a daily basis.