It was as late as 1957 that a magazine first decided to publish an article on wife swapping. An issue of a men’s magazine called “Mr.”, published in New York and largely concerned with “seminude photos of bosomy females,” carried a short article on this subject. In Brecher’s words – wife swapping is now a familiar term, “but it was fresh and attention-seeking back in 1957.” The editor of “Mr.” claimed it was this article that touched off the spate of similar articles in other magazines. “Mr.” followed up the original article with a correspondence section, and many unforeseen aspects of the phenomenon emerged, e.g. sex clubs devoted to trios, foursomes, or even larger groups. Soon magazines were carrying advertisements from people trying to contact other couples with a view to wife-swapping.