Media history is still written largely from national perspectives so that the role of import and export, translations and franchises is seldom foregrounded. On geographically and linguistically limited markets, imported materials have nevertheless been crucial parts of popular print culture. This paper explores the market of ‘sex edutainment’ magazines in 1970s Finland, zooming specifically in on Leikki (‘Play’, 1976), a sex magazine for women translated from the Norwegian Lek (first launched in 1971) that provided knowledge on topics ranging from marriage to masturbation and lesbian desire. Through contextual analysis of Leikki, a marginal publication that has basically faded from popular memory, this article attends to ephemeral and even failed print media in order to account for the heterogeneity of the 1970s sex press market as it intermeshed with sex advice and education. In so doing, it adds new perspectives to a field largely focused on successful periodicals and addresses knowledge gaps resulting from the exclusion of the sex press from mainstream media historiography.

媒体历史仍然主要是从国家的角度来书写的，因此进出口、翻译和特许经营的作用很少受到重视。然而，在地理和语言有限的市场上，进口材料仍然是流行印刷文化的重要组成部分。本文探讨了 20 世纪 70 年代芬兰的“性教育”杂志市场，特别关注 Leikki（“Play”，1976 年），这是一本从挪威 Lek（首次发行于 1971 年）翻译而来的女性性杂志，提供了有关以下主题的知识：从婚姻到手淫和女同性恋的欲望。通过对《Leikki》这本已经基本上从大众记忆中淡出的边缘出版物的语境分析，本文着眼于短暂甚至失败的印刷媒体，以解释 20 世纪 70 年代性新闻市场与性建议和教育交织在一起的异质性。这样做，它为主要关注成功期刊的领域增添了新的视角，并解决了因将性新闻排除在主流媒体史学之外而造成的知识差距。