Chapter 118: Chapter 118: "Playboy" is a Big Hit
The first issue of *Playboy* was placed on Hardy's desk. The cover featured a stunning photograph of Heidi Lamarr, capturing her dignified and elegant demeanor. The image alone was enough to draw attention.
The opening line of the magazine read:
"We should enjoy life like this: in our apartment, with a few cocktails, some appetizers, ambient music on the phonograph, a pink lady by our side, and quiet conversations about Picasso, Nietzsche, jazz, and love."
The magazine consisted of 48 pages, including 16 pages of high-quality photographs of beautiful women. The content was sophisticated, with no vulgarity. It featured interviews with Heidi Lamarr, detailing her life from her birth in a Jewish family in Vienna, through her Hollywood career, to her artistic insights.
Heidi's story was compelling: born to a banker and a pianist, she moved to Berlin to study performing arts. Her first film, *The Flame of Desire*, made her the first actress to appear naked on screen. After a troubled marriage and a daring escape from her controlling husband, she fled to Paris and then London, where she was introduced to Hollywood by Louis Mayer.
The magazine also included novels, commentary on art, philosophy, music, and discussions on love and sex, all presented in an elegant, tasteful manner.
Hardy was pleased with the inaugural issue. He inquired about the production costs.
"The printing costs are quite high," the printer explained. "Previously, magazines cost around 10 to 15 cents to print, but *Playboy* costs $1.40 per copy—almost ten times the usual rate."
The printer continued, "If we print 20,000 copies, the cost per copy drops to $1.25. For 50,000 copies, it's $1.10."
Hardy had initially anticipated even higher costs, so he was relieved by the lower figures.
Hefner, concerned about the pricing, asked, "Should we print 3,000 or 5,000 copies for the first issue? With the high cost, selling at $3 each might be challenging."
Hardy smiled and reassured him, "Print 50,000 copies. There are more wealthy people than you might think. I want *Playboy* to be seen as a quality, prestigious magazine—something worth cherishing, not just discarded after reading."
He set the magazine's price at $3, explaining, "The price reflects its value. Those who appreciate it will buy it regardless of cost. We'll also include a mail order address on the back cover, which may drive additional sales."
Hefner accepted Hardy's decision, knowing his boss's judgment was final.
They discussed distribution, setting the wholesale price at $2.20 per copy. Retailers would sell at $3, keeping $1.20, with the remainder split between bookstores and newsstands.
On December 2, *Playboy* hit the shelves. The magazine's cover, featuring Heidi's captivating image, drew immediate attention.
At newsstands across the country, people were intrigued by the magazine's high price. Despite initial shock, many were drawn to its quality and content.
In New York, a regular customer at a bookstore was immediately captivated by the cover and bought the magazine. Though he hesitated at the $3 price, he paid without reluctance after seeing the magazine's content and quality.
Across the U.S., *Playboy* quickly sold out. The initial 50,000 copies were gone in just three days, exceeding all expectations. Hefner was thrilled and called Hardy with the news.
"Mr. Hardy, *Playboy* is a hit! We've sold out all 50,000 copies, and booksellers are asking for a reprint."
He detailed the sales figures: "New York led with 7,000 copies sold, Los Angeles 5,000, Chicago, Houston, and Philadelphia each with 2,000, and other cities with 1,000."
Hardy knew that while the numbers were modest compared to top-selling magazines like *Reader's Digest*, the key was whether people valued the magazine.
"Print another 50,000 copies," Hardy instructed, confident that *Playboy* was on its way to becoming a significant success.
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