Loslyf is a South African Afrikaans-language pornographic magazine. The magazine was founded in 1995 by J.T. Publishing, a South African subsidiary of the American Hustler.[1] It was the first Afrikaans-language pornographic publication. Launched only one year after the end of apartheid, the magazine was greatly controversial as it posed a clear opposition to the conservative Afrikaner nationalist morals that influenced the apartheid government's censorship of media[2]
Under Hattingh's management, the magazine took on a critical tone. Along with the nude spreads, Loslyf also featured a number of intellectual articles from well-known and respected writers. It also contained controversial political cartoons by Joe Dog and Konradski of Bitterkomix.[4]
Since its debut, Loslyf readership has levelled out to around 20,000 copies sold per issue. This has been attributed to its loss of novelty factor.[4] Also, after coming under the management of editor Karen Eloff, the magazine's first female editor, the magazine has changed direction toward a more sexually oriented magazine, dropping its critical and intellectual features. She claims that "people buy Loslyf because of the sex, and there is a place for everything, but Loslyf is just not the place for intellectual stories."[8] However, readership did increase by 30% following Eloff becoming editor and posing nude within the magazine in a 2005 issue.[9]
Namibian-born Afrikaans singer Juanita du Plessis sued the magazine for "doctoring" a picture of her and including a vulgar headline insinuating that she was addicted to oral sex in the October 2004 issue. Du Plessis made a R200,000 defamation claim against the magazine. In 2007 the Pretoria High Court ruled in favour of Du Plessis and J.T. Publishers was forced to pay her R60,000.[11]
In December 2004, Loslyf published an image of a woman's breast and claimed it to be that of local South African singer-celebrity Amor Vittone. Inside the magazine, there also appeared six other photos of breasts with captions implying that they were Vittone's. Following the issue's publication, Vitonne denied that any of the photos were legitimate and filed a R1,000,000 lawsuit against the magazine. The publisher eventually publicly apologised, pulled from issue from the shelves, and privately agreed to compensate Vitonne.[12]
In 2005, a Loslyf reader was removed from a Nationwide Airlines flight for refusing to put away the magazine. After being told he was not allowed to read the magazine on the plane, businessman A.C. Hoffman bluntly refused and was eventually removed before takeoff. This raised controversy particularly because Hoffman had purchased the issue within the airport.[13] The magazine abides by the rules regarding explicit content set out by the national Film and Production Board. Though, as Eloff claims, it is about sex, the magazine refrains from depicting images of sexual intercourse as well as other sexually explicit acts. This allows the magazine to be sold at cafés and airports, not only in sex shops.[8]
Are you going to change anything in the magazine?
No, I like to stick to the same format. I would like to put more local models in and less intellectual stories. We had stories about the KKK [Ku Klux Klan] and abortion, but that just has nothing to do with sex. People buy Loslyf because of the sex, and there is a place for everything, but Loslyf is just not the place for intellectual stories.
I would like to see a porn-movie industry in South Africa. There are only three porn magazines I can think of: Loslyf, Hustler and Cape Town-based Red Hot Pages, which is not really porn. I would actually like to see the whole [porn] industry developing.
Johannesburg - Amor Vittone-Van der Westhuizen is still at war with Loslyf because the magazine is still on the shelf. The singer and wife of ex-Springbok Joost van der Westhuizen got a court interdict against the magazine because it published a photo of a woman with a partially exposed breast. On the front page the magazine says it's a photo of Amor. Elsewhere in the magazine unpleasant insinuations are made about the couple's sex life. Ferdinand Hartzenberg, Amor's lawyer, said on Friday the magazine must be removed from the shelves, otherwise it is in contempt of court. Court action plannedLoslyf editor Eugene Goddard said the interdict was issued only late on Thursday, and there had not been enough time to remove all the magazines from the shelves. Last month, the magazine was pulled after singer Juanita du Plessis got an interdict against it. "Everybody now wants to know where they can buy a copy," Goddard said on Friday. "Other newspapers reported on Friday that the magazine had already been removed from all shelves. That report is, in typical Loslyf-style, a lot of bull. We wouldn't have removed it without an interdict."Goddard said the photos, which are fragments from an internet video, were received from a "loyal Loslyf reader". He video has been circulating for the past five, six years on the internet, and even Amor earlier acknowledged being aware of its existence.Goddard said on Friday: "Whether it was a reliable source - well, decide for yourself. As far as we're concerned, it is a photo of Amor." Which she denies vehemently. She said on Friday: "For me it's not as much about the photo, but about the disgusting Satanist style of writing." She said she was still "very angry" with Loslyf."I don't mind negative criticism on my music," she said, acknowledging that she's used to it. "But keep to the facts. Don't make insinuations that play with people's lives." "This must stop that place must be closed down for good. They are vindictive."Hartzenberg said court cases were imminent since the Van der Westhuizens have already asked him to sue Loslyf for libel.
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A naked Eloff will appear on the cover of the local sex magazine's August issue - her first as editor.It's not the first time Eloff will be parading in her birthday suit. In 2003 she was crowned as Miss Hustler and before that, she had visitors to the adult club Teazers in Bellville, Cape Town, drooling as she danced seductively dressed only in a skimpy G-string.Eloff, 31, is the first female editor of the country's only Afrikaans sex magazine. Her appointment follows the resignation of Eugene Goddard.Not shy at allEloff, who grew up in Johannesburg's northern suburbs and matriculated at Linden High School, says: "I'm proud of my body and not shy at all. I'm going to go on stripping until I can't anymore," she joked.Goddard resigned following the publishing of so-called nude pictures of vocalists Amor Vittone and Juanita du Plessis.The publication of these pictures, of which the authenticity is disputed, led to legal action against Loslyf.Eloff says her experience of journalism is limited to "a little writing as a hobby", but she has a body second to none and, hopefully, this will help a little with the magazine's circulation, too."I'm excited about my appointment," she said. "I'm not going to change anything, perhaps just add a little more humour to the approach."I also want more of our local girls. There are so many more beautiful models in South Africa than there are overseas."Honours degreeEloff said she had worked as a nanny in the Netherlands after school. She then studied at the University of Johannesburg (previously RAU) where she obtained an honours degree in psychology.Following her studies, she gave classes in belly dancing in Stellenbosch. It is here where one of her students introduced her to the world of stripping."I earned up to R1 000 per day," she says.Eloff, who still works as a stripper, has a baby girl and is unmarried.
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