What woman wanted to ogle photos of nude men, much less buy a magazine full of them? But he slowly realized Jenny might be on to something. Lambert's wife Jenny saw a bigger opportunity: a magazine with nude male centerfolds. Lambert, a nightclub owner in Garden Grove, California, decided to get in on the action. It was 1971, and Hugh Hefner's magazine had created a new mainstream market for soft-core porn. Douglas Lambert wanted to give Playboy a run for its money.