Zoo magazine is a popular men's lifestyle publication that was launched in 1978 and ran until 2007. Its editorial style focused on provocative themes including sex, dating, relationships, fashion, music, movies, sports, politics, travel, and celebrity culture.
It gained widespread recognition for its coverage of nudity, particularly women, and featured articles such as "How to Pick Up Women" and "Girls Gone Wild." While this approach proved successful commercially, it sometimes sparked controversy due to allegations of objectification and misogyny.
One example of Zoo's provocative themes was its annual Swimsuit Issue, which showcased models in skimpy swimwear and posed suggestive positions. In an interview with The New York Times, former Editor-in-Chief Michael Caruso explained that the issue aimed to challenge social norms and push boundaries. He said, "We want to be edgy, but not offensive.It is about breaking taboos and pushing the envelope." The Swimsuit Issue became a significant source of revenue for the magazine and helped establish its brand identity.
Another instance where Zoo used controversial topics was in its coverage of sexuality. It frequently published interviews with porn stars and included photographs of women in revealing outfits or engaged in intimate acts. This content generated buzz and increased circulation but also drew criticism from feminists who argued that it perpetuated harmful stereotypes about women. Caruso responded by saying, "We are not trying to objectify women.We are just giving our readers what they want."
In addition to sex and relationships, Zoo explored other taboo subjects such as drug use and crime.
One article titled "Drugs, Crime, and Punishment" discussed the dark side of illegal substances while another piece entitled "Life Behind Bars" profiled convicted felons. While these articles were considered risky at the time, they resonated with readers who wanted to learn more about forbidden topics.
Zoo's strategy of using provocative themes proved effective in driving sales but came at a cost. The magazine faced numerous lawsuits over its content and struggled to maintain advertiser support due to negative publicity. Nonetheless, it remains an influential publication known for pushing limits and challenging social norms.