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Hustler (magazine)

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Hustler is an American pornographic magazine published monthly by Larry Flynt Publications (LFP).

Hustler-hell
Hustler-hell

It is recognized for its explicit content and a "lowbrow" style. This term suggests the magazine does not aim for high art or sophistication. Instead, it focuses on direct, hardcore themes. These themes often include depictions of sexual penetration, oral sex, and the use of sex toys. In the 1990s, the magazine began featuring more graphic depictions of sexual acts. This set it apart from competitors like Playboy and Penthouse, which were considered more modest. Today, Hustler remains more explicit than its well-known rivals.

The magazine operates through several specific features and columns. One regular feature is the "Hustler Honey" centerfold pictorial. This section features various models, sometimes using pseudonyms or real names. Another prominent feature is the "Asshole of the Month" column. In this section, the magazine selects a public figure for severe criticism. The publication includes an illustration of the criticized person's head emerging from a cartoon donkey's anus. There is also a comic strip titled "Honey Hooker." This character, created by Corky Hustler, appears in many settings, from colonial times to modern locker rooms. Unlike other adult comic characters, Honey Hooker is explicitly portrayed as a prostitute.

Hustler Hollywood retail store
Hustler Hollywood retail store

The Hustler brand extends far beyond a single monthly magazine. Larry Flynt Publications licenses the brand to various other enterprises. These include the Hustler Casino located in Gardena, California. The brand is also used for the Hustler Club chain of bars and clubs. Additionally, the Hustler Hollywood store chain sells adult-oriented videos, clothing, and magazines. The flagship store for this chain was formerly located on Sunset Boulevard in West Hollywood. However, that specific building was torn down in 2016. These licensed businesses are operated by Deja Vu, a partner of LFP.

History shows that the business began in Cincinnati, Ohio. In 1969, Larry Flynt and his brother, Jimmy Flynt, opened a store there. Jimmy provided $5,000 to pay for the club. The Hustler magazine itself was introduced in July 1974. It originally grew from the Hustler Newsletter. Larry Flynt had conceived the newsletter as cheap advertising for his strip club businesses. The magazine experienced massive growth in its early years. By the early 1980s, it reached a peak circulation of approximately 3 million copies. Since that peak, the circulation has dropped to about 500,000.

International versions of the magazine also exist. A Canadian version is published by a firm based in Quebec. This version is not owned by Larry Flynt, but it is licensed to use the American material. The Canadian edition imitates the appearance and tone of the American version while adding local content. In 1999, this version caused controversy in Canada. The magazine invited readers to submit sexually explicit stories regarding Sheila Copps, a member of the Liberal cabinet. Other international versions have been produced for Australia, Britain, and South Africa.

Some aspects of the magazine have faced significant social criticism. A comic strip once featured a character named Chester the Molester. This character was criticized for depicting sexual harm toward young girls. In response to this criticism, the character was changed to Chester and Hester. Later, following Flynt's alleged conversion to evangelical Christianity, the character became Chester the Protector. This version was intended to protect young girls from harm. Another criticized section is "Ads We'd Like to See." This feature creates parodies of everyday products by making them sexualized or violent. Some of these parodies have used controversial figures, such as the Hillside Strangler, Kenneth Bianchi.

The business structure has also seen significant changes over time. Larry and Jimmy Flynt worked together for many years. One former member described the dynamic by saying Larry was the show while Jimmy made it go. However, Larry Flynt fired his brother in 2009. Following this, Jimmy Flynt began developing his own business called Jimmy Flynt's Sexy Gifts Stand. In 2011, Flynt noted that the print magazine accounted for less than five percent of his total income. He also speculated that the print version might not continue to exist within a few years.

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