1920s. Gradually, this material came to dominate - particularly as other magazines were taken over and absorbed. At times in its post-WWII history, H&E has catered primarily to the soft-porn market. Another early form of pornography were comic books known as Tijuana bibles that began appearing in the U.S. in the 1920s and lasted until the publishing of glossy colour men's magazines commenced. These were crude hand drawn scenes often using popular characters from cartoons and culture. In the 1940s, the word "pinup" was coined to describe pictures torn from men's magazines and calendars and "pinned up" on the wall by U.S. soldiers in World War II. While the 1940s images focused mostly on legs, by the 1950s, the emphasis shifted to breasts. Betty Grable and Marilyn Monroe were two of the most popular pinup models. Monroe continued to be a popular model for the men's magazines in the 1950s. The 1950s saw the rise of the first mass market softcore pornographic magazines: Modern Man in 1952 and Playboy in 1953. Hugh Hefner's Playboy started a new style of the men's glossy magazine (or girlie magazine). Hefner coined the term centerfold, and in the first edition of his Playboy used a photograph of a nude Monroe, despite her objections. Another term that became popular with Playboy readers was the "Playboy Playmate". These new-style magazines featured nude or semi-nude women, sometimes simulating masturbation, although their genitals or pubic hair were not actually displayed. In 1963, Lui started in France to compete against Playboy, while Bob Guccione did the same in the United Kingdom in 1965 with Penthouse. Penthouse's style was different to other magazines; with women looking indirectly at the camera, as if they were going about their private idylls. This change of emphasis influenced erotic depictions of women. Penthouse was also the first magazine to publish pictures that included pubic hair and full frontal nudity, both of which were considered beyond the bounds of the erotic and in the realm of pornography at the time. In 1965, Mayfair was launched in the UK in competition to Playboy and Penthouse. In September 1969 Penthouse was launched in the U.S., bringing new competition to Playboy. In order to retain its market share Playboy followed Penthouse in the display of pubic hair, risking obscenity charges, and launching the "Pubic Wars". As competition between the two magazines escalated, their photos became increasingly more explicit.