Hustler's Use of Shock as Business Strategy
For Hustler, shock wasn't just a byproduct—it was a calculated business model. Each issue was designed to trigger outrage, headlines, lawsuits, and bans—because controversy sold magazines. Unlike competitors who tried to blend in or "clean up," Hustler banked on being offensive, unapologetically so. Larry Flynt knew that scandal generated free publicity. When convenience stores pulled the magazine from their shelves, he spun it into a press event. When lawsuits hit, he turned them into marketing material. It was guerrilla marketing before that term existed—and it worked. Hustler became both hated and unforgettable, precisely because it refused to play nice.
Larry Flynt understood that his brand was not for everyone. But he also believed that there was enough of an audience for his provocative content to make it worthwhile. He didn't care about being popular or mainstream; instead, he made sure that people couldn't ignore him. As a result, his magazine developed a cult following among those who loved its irreverent approach to sex and politics. This was no accident—Flynt had carefully crafted his image as a rebel, a maverick, and an iconoclast. He used every opportunity to generate buzz around his product.
One of Flynt's most famous examples of this strategy came when he ran a full-page ad mocking Gerald Ford after the former president suffered a minor stroke. The ad featured a photo of a naked woman with the words "Gerald Ford: Drop Dead!" printed across her body. Despite widespread criticism, Flynt stood by his decision, stating that the ad was meant to be a joke. He argued that it wasn't intended to cause harm but rather to provoke discussion. Of course, the ad did exactly what he wanted it to do—it created controversy and got people talking.
Another example of Hustler's use of shock was its infamous centerfold featuring a photograph of a woman giving birth in an obstetric ward. The magazine claimed that the photo was real, but it later emerged that the image had been staged. Still, the controversy surrounding the cover generated plenty of free publicity for Hustler. It was widely discussed on television and in newspapers, and even led to more sales.
In addition to causing outrage, Hustler also used lawsuits as part of its business model. Flynt would often publish content that was libelous or otherwise illegal, knowing that legal battles would follow. These suits gave him even more exposure, as journalists reported on them extensively. Flynt famously won a case against Jerry Falwell, who sued him for defamation over a parody ad depicting the televangelist having sex with his mother in an outhouse. The victory made Flynt a folk hero among some and cemented his reputation as a provocateur.
Hustler's strategy worked because it was effective. The magazine became one of the most successful publications of its time, selling millions of copies per month. Despite numerous attempts at censorship, including government-led raids and bans, Hustler continued to thrive. Its unapologetic approach to sex and politics made it stand out from competitors like Playboy and Penthouse, which tried to appeal to a broader audience. Flynt understood that by being outrageous, he could draw attention away from those rivals and build his own brand.
In many ways, Hustler paved the way for other brands that use shock to generate buzz and drive sales. Today, companies like GoDaddy and Wendy's have become famous for their edgy advertising campaigns that push boundaries and generate controversy. They understand that in today's crowded media landscape, standing out is essential—and sometimes the best way to do so is to cause a stir.
Overall, Hustler's success demonstrates the power of controversy in business. By embracing shock and outrage, the magazine built a loyal following and created a lasting legacy. Its tactics may be extreme, but they were effective in achieving its goals. For entrepreneurs looking to make waves, there are lessons to be learned here: sometimes, the best way to get noticed is to provoke people into noticing you.