Viva was an adult woman's magazine that premiered in 1973 and ceased publication in 1980. Its full title was Viva, The International Magazine For Women, and it was published by Bob Guccione and his wife, Kathy Keeton. Guccione was the editor of Penthouse, an adult men's magazine, and he wanted to publish a companion title for women. Viva was essentially an erotic magazine for women, containing articles and fiction delving into women’s fantasies, and exploring their sexuality, reviews of the arts, interviews with known personalities, fashion and beauty, etc.
Viva magazine usually exhibited photography containing male full frontal nudity and sexual encounters targeted at mature female readers. Among the photographers whose work appeared in Viva was Helmut Newton, who was lured there by Anna Wintour, the magazine's fashion editor. Wintour also worked with Denis Piel before he worked under contract with Vogue.
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- Article in Washington Monthly mentioning Viva Magazine
- Viva Viva? Article from Time 1973.
- Skin Magazines for Women, Associated Press report by Jacki King, November 5, 1973, The Free Lance Star, Fredericksburg, Virginia.