For other magazines with similar titles, see Viva.
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 is the editor of Penthouse, an adult mens' 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 full frontal nudity and sexual encounters targeted at mature women readers. Among the photographers whose work appeared in Viva was Helmut Newton, who was lured there by Anna Wintour, another photographer who had worked there for a time. Wintour also worked with before he worked under contract with Vogue.