For young men serving in Southeast Asia, whose average age was 19, military service often provided them their first access to disposable income. Soldiers turned to the magazine for advice on what gadgets to buy, the best vehicles and the latest fashions — products they could often then buy at one of Vietnam’s enormous on-base exchanges, sprawling shopping centers to rival anything back home.

The magazine’s advice feature, “The Playboy Advisor,” encouraged men to ask questions on all manner of topics, from the best liquor to stock at home to bedroom advice to adjusting to civilian life. Troops found Playboy a useful tool in figuring out their roles in the consumer-oriented landscape they were now able to join because of the mobility and income their military service provided them.

Image The “Playboy Club” in Chu Lai, Vietnam, in 1969. Credit... The Vietnam Center and Archive, Texas Tech University

The content moved beyond lifestyle and entertainment as the editorial mission of the magazine evolved. By the 1960s, Playboy included hard-hitting features on important social, cultural and political issues confronting the United States, often written by Pulitzer Prize-winning journalists, government and military leaders and top literary figures. The magazine took on topics like feminism, abortion, gay rights, race, economic issues, the counterculture movement and mass incarceration — something soldiers couldn’t get from Stars and Stripes. It offered exhaustive interviews with everyone from Malcolm X to the American Nazi leader George Lincoln Rockwell, exposing young G.I.s to arguments and ideas about race and African-American equality they might not have been introduced to in their hometowns. Service in Vietnam put many soldiers in direct contact with diverse races and cultures, and Playboy presented them new ideas and arguments regarding those social and cultural issues.

As early as 1965, Playboy began running articles about the Vietnam War, with an editorial position that expressed reservations about the escalating conflict. The editors were smart about it, of course: Their stance may have been critical of the president, the administration, the military leaders and the strategy, but they made sure the contributors made every effort to stay supportive of the soldiers. In 1967, troops read the liberal economist John Kenneth Galbraith arguing that “no part of the original justification” for the war “remains intact,” as he dismantled the idea of monolithic Communism and other Cold War justifications for war. But that was different from attacking the troops themselves. In 1971, the journalist David Halberstam wrote in an article for Playboy that “we admired their bravery and their idealism, their courage and dedication in the face of endless problems. We believed that they represented the best of American society.” Troops in Vietnam could turn to Playboy for coverage of their own war without fearing criticism of themselves.

Playboy was also useful as a forum for the men engaged in the fighting. The publication was unique in its number of interactive features. Soldiers wrote into sections like “Dear Playboy” for advice and with reactions to articles. But those correspondents also freely described their wartime experiences and concerns. They often described what they saw as unfair treatment by the military, discussed their difficulty in transitioning back to civilian society or thanked the magazine for helping them through their time in-country. In 1973, one soldier, R. K. Redini of Chicago, wrote to Playboy about his return home. “One of the things that made my Vietnam tour endurable was seeing Playboy every month,” he said. “It sure helped all of us forget our problems — for a little while, anyway. I thank you not only for myself but also for the thousands of other guys who find a lot of pleasure in your magazine.”

In “The Playboy Forum,” another reader-response section, many wrote in addressing specific aspects of Hefner’s lengthy editorial series “The Playboy Philosophy,” including drugs, race and homosexuality in the military. The forum format allowed those who served in Vietnam to reach out not just to other soldiers, but also to the public, providing them a safe space to voice their opinions and criticisms of their service. “Traditionally, a soldier with a gripe is advised by friends to tell it to the chaplain, take it to the inspector general or write to his congressman,” a soldier wrote. “Now, probably because of letters about military injustice in The Playboy Forum, another court of last resort has been added to the list.”