The magazine was launched in 1974 (in July I think) as Madame and published by E.M Publications, however, it replaced a defunct magazine.
The image below is taken from the very first copy of Madame:
Over time the name changed on a few occasions, but always with Madame in the title, it ended up as Madame in a world of fantasy.
The first issue by Swish Publications was Volume 3 Issue 11, at the moment I don't know whether the company name was changed, or the magazine was sold.
Initially the magazine was published in A5 format with colour covers and black and white pages, starting with Volume 3 Issue 5 the format changed to A4. Around volume 10 the magazine became solely black and white.
I believe the final issue was Volume 28 Issue 1, I think essentially they failed to anticipate the impact of the internet.
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I fought the law and the law won?
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I've received a couple of messages about Swish publications having run-ins with the police (England was a very different place back then), but until now didn't have any proof.The below images were from a letter inserted into Volume 13 Issue 3, the letter is dated October 1986:
Police Letter 1
Police Letter 2
Mistress Stella Fox of Action Promotions fame reading a copy of Madame:
