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University of Sydney media academic Megan Le Masurier interprets the centerfold phenomenon as an incentive for popular feminist desire.

The centerfold attempted to reverse the dominant tradition of representing men as viewers, and women as viewed.

Cleo pushed boundaries in mainstream publishing with candid articles on topics ranging from sex toys, fantasies and orgasms, to lesbianism and contraception.

"We wrote about sex as if we had discovered it", recalls Buttrose.

In her first editorial letter, Buttrose described who she thought the Cleo reader was: "You're an intelligent woman who's interested in everything that's going on, the type of person who wants a great deal more out of life.