Male Orders

By reputation, Arizona State University is a Sunbelt country club, devoted to avid partying by wealthy youngsters who are so good-looking that modeling agents regularly prowl the campus. Among the first exploiters of those attractive student bodies was Pi Kappa Alpha. For 25 years the fraternity has put out an annual girlie calendar that features campus women. Perhaps the most successful of the campus entrepreneurs, however, is Todd Headlee, 23, a marketing major with a Doonesbury name, who is growing rich by publishing a pinup calendar--for women.

In 1980 Headlee and five friends each chipped in $1,000 and produced their 1981 black-and-white calendar of chastely attired campus men looking cute and blank. All 5,000 copies sold in three weeks. Headlee (Mr. April of 1981) bought out his partners, borrowed money and took out a $5,200 ad in Playgirl magazine for a 1982 edition. That ad drew some 10,000 orders from around the world. After graduating last December, Headlee loaded a stack of calendars into his van and began hawking them at colleges in 19 states. He sold his entire stock--27,000 copies at $4.95 each.

This year Headlee tried a sister calendar, The Women of Arizona State, but it flopped. Next year's version will be sexier. He also plans a third annual calendar, Campus Men U.S.A., and will push all three nationally. His slogan, somewhat less imaginative than his marketing: "The weather isn't the only thing that's hot."

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