What did Penthouse know about the power of the press?

According to the current Rolling Stone, before the first issue of Penthouse Magazine was even printed, entrepreneur Bob Guccione printed and mailed a four-color subscription brochure to members of the religious clergy throughout England.

Why did he do this? Did he really think members of the clergy would subscribe to Penthouse?

Of course not! Bob knew the power of controversy. The resulting outcry from pulpits throughout the land did more to publicize and promote Penthouse than Bob could have ever afforded, had he sent brochures to every mail in the country over the age of 18. Penthouse took off like a rocket because Bob knew how to get the press talking.

Do you? If not, Guerrilla Publicity is a good start!