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.