On special occasions such as baptisms, weddings, and funerals in the name of the Devil, press coverage, though unsolicited, was phenominal. By 1967 the newspapers that were sending reporters to write about the Church of Satan extended from San Fransisco across the Pacific to Tokyo and across the Atlantic to Paris. A photo of a nude woman, half covered by a leopard skin, serving as an altar to Satan in a LaVey-conceived wedding ceremony, was transmitted by major wire services to daily newspapers everywhere: and it showed up on the front page of such bulwarks of the media as the Los Angeles Times. As the result of the publicity, grottos (LaVey's counterpart to covens) affiliated with the Church of Satan spread throughout the world, proving one of LaVey's cardinal messages: the Devil is alive and highly popular with a great many people.

Of course LaVey pointed out to anyone who would listen that the Devil to him and his followers was not the stereotyped fellow cloaked in red garb, with horns, tail and pitchfork, but rather the dark forces in nature that human beings are just beginning to fathom. How did LaVey square that explanation with his own appearance at times in black cowl with horns? He replied: "People need ritual, with symbols such as those you find in baseball games or church services or wars, as vehicles for expending emotions they can't release or even understand on their own." Nevertheless, LaVey himself soon tired of the games.

There were setbacks. First, some of LaVey's neighbors began complaining about the full-growm lion he was keeping as a house pet, and eventually the big cat was donated to the local zoo. Next, one of LaVey's most devoted witches, Jayne Mansfield, died under a curse he had placed on the head of her suitor, lawyer Sam Brody, for a variety of reasons I have explained in The Devil's Avenger; LaVey had persistently warned her away from Brody and felt depressed over her death.