Ted Thai/Time & Life Pictures/Getty
10/21/2010 AT 07:00 AM EDT
Bob Guccione, the adult-magazine publisher who challenged Hugh Hefner's Playboy
empire with his more risqué Penthouse
magazine, has died of cancer at 79.
Guccione passed away on Wednesday in a Texas hospital.
He began publishing Penthouse
in the U.S. in 1969 and resigned as publisher in 2003.
– Tim Nudd