Berth Milton Senior, founder of Private magazine, was the first in the world to start a full color sex magazine.
The first issues of the magazine included, basically, photographs of models in everyday scenes, and naked, as well as lesbian scenes. The first intercourse was shown in Private No. 6 in 1967. Soon, the police confiscated all cases with issue No. 6. Next time when the police arrived to confiscate Private No. 7, they just took some cases. When Private No. 8 were published, the Swedish police just took one case.
In 1978, Milton published another magazine which he cynically called Pirate, as a typical example of the continuous imitations of Private. The goal of this magazine was to offer even more daring actions, although addressed to a more limited public. This magazine was developed in two very specific stages: from 1978 to 1983 (when Milton Sr. decided to stop publishing it), and another period that goes from 1991 (when Berth Milton Jr. decided to resume the publication) and its contents were similar to those of Private.
Milton Senior seemed satisfied with a slow but sure growth of his magazine. But his son had other ideas and when, in 1990, he turned the business over to young Milton, the company began to expand incredibly.
Private was a great challenge for Berth Milton Jr., since, when he took charge of the publishing house, he knew nothing about the adult publication industry.
There was a great difference in his way of running the business. He delegated most matters to his staff and he trusted them as long as they did their best. Berth Milton Junior could not accept losing in a competition, which was a very good quality when you are running a company the size of Private. But, this was just a part of what Berth Milton Jr. has created in his years as editor. He relaunched Pirate magazine and also created a totally new magazine: Triple X.