Instead, a separate publication, Oui, was introduced in order to pursue a younger readership, offering a combination of a "rambunctious editorial slant with uninhibited nudes pictured in the Penthouse mood." Article content At first Playboy considered a direct response by following Penthouse in a nudity escalation, but Playboy management was hesitant to alter the magazine's philosophy, based on a more 'mature' and 'sophisticated' audience (one-third of Playboy 's readership at that time was estimated to be over 35). The intention was to differentiate the audience in mass-market men's magazines, in an attempt to answer the challenge brought by Penthouse and Hustler, with its more explicit photography, and therefore compete on multiple fronts. Arthur Kretchmer, the editor of Playboy, however, had a role in ensuring that editorial choices would be in line with Hugh Hefner's vision. Jon Carroll, formerly assistant editor at Rolling Stone magazine and editor of Rags and later editor of The Village Voice, was selected as the first editor. edition, changing the name to Oui, and the first issue was published in October of that year.
![hustler magazine covers by year hustler magazine covers by year](https://asliceofbigpauly.files.wordpress.com/2015/10/july92playboy.jpg)
In 1972, Playboy Enterprises purchased the rights for a U.S.
![hustler magazine covers by year hustler magazine covers by year](https://art-sheep.com/wp-content/uploads/2015/06/BeFunky-Collage-23-1024x631.jpg)
Oui was originally published in France under the name Lui by Daniel Filipacchi (first French issue November 1963), as a French equivalent of Playboy.