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Private magazine was established in Stockholm, Sweden, in 1965 as the world's first full-color hardcore magazine by Berth Milton, Sr. In the early 1990s, his son Berth Milton, Jr. took over and moved the company's headquarters to Sant Cugat del Valles, Barcelona, Spain, although the company is incorporated in Nevada. Milton also started to produce movies and internet content, and in 1999, Private became the first adult entertainment company to be traded on the NASDAQ stock market.