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Firefighters’ G-Rated Calendar Flops

July 13, 1993

PLEASANT HILLS, Pa. (AP) _ A fire company turned down the heat in its 1993 fund-raising calendar and lost money when it published photos of buildings instead of women.

″I think it’s safe to say the fire company’s out of the calendar business completely,″ Fire Chief Dan Haeck said Tuesday.

The volunteer fire company in this Pittsburgh suburb raised $90,000 in 1989 with its first calendar, ″Blazes of Glory.″ The nationally marketed calendar depicted scantily clad women posing with firefighting equipment.

That was great for the company’s annual budget of about $60,000 to $70,000, Haeck said.

But in 1990, 1991 and 1992, similar cheesecake calendars flooded the market and with so many competitors, the borough’s sequel, ″Take the Heat,″ made only about $10,000 a year.

″It wasn’t worth it,″ the chief said.

This year, the firefighters replaced bathing beauties with photos of churches, the borough hall, the Pleasant Hills Elementary School and other buildings.

The clean calendar cost about $8,000 to publish. Sales brought in only one- quarter of that sum, Haeck said.

″We ended up giving them to any residents who donated on the regular fund drive,″ Haeck said.

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