The flagships of his production, porn magazines Piff (1956–1986), Raff (1957–1982), and Paff (1962–1982) contained not only pornographic straight novels and erotic pictures of women. It gradually involved increasingly sexualized images of men that obviously drew the attention of gay men, who requested more advanced poses. More importantly, it provided a forum for discussion, advise and contact in their columns, attracting men and women, straight and gay, and it also served as a contact forum for the first transvestite organization in Sweden, Club Transvestia, an offspring of the U.S. organization founded by Virginia Price (1912–2009).
Combining text and visual analysis, the paper proposes to discuss 1) the gradual broadening of the magazines’ target groups; 2) developments towards more explicit sexual imagery and rougher sexual fantasies; 3) a changing legal and cultural context leading up to and beyond the release of visual pornography in Sweden in 1971.