These women began appearing on-camera in increasingly revealing clothing and in swimsuit and lingerie-oriented spreads in the WWF's "Raw" magazine, a lad mag designed as an alternative to the family-friendly "WWF Magazine" and a competitor to the likewise family-friendly "WCW Magazine". Although these elements helped to garner the WWF more attention than it had enjoyed in the wake of the nWo storyline, the injury of Steve Austin at the SummerSlam pay-per-view, which put him out of action for three months, proved to be a severe blow to "Raw Is War"'s popularity. Despite losing to "Nitro" week after week, "Raw Is War" rallied in the ratings when it introduced its new "WWF Attitude" concept, in which the family-friendly and clear-cut face vs. heel dynamic of the 1980s to mid 1990s was jettisoned in favor of morally ambiguous wrestlers and adult-oriented, often heavily sexualized storylines. The concept was spearheaded by McMahon along with head WWF writer Vince Russo, who changed the way wrestling television was written and constructed. Russo's booking style was often referred to as "Crash TV": Matches were shortened in favor of story-building backstage vignettes, with an emphasis on shock factor. Like WCW's nWo storyline, the WWF began to blur the line between real life and kayfabe: Vince McMahon, taking advantage of fans' genuine dislike for him following the Montreal Screwjob, recast himself as the evil Mr. McMahon, a corrupt businessman who despised his own fans and valued sycophancy over talent. This presentation both mimicked "Nitro's" "Anything can happen" atmosphere, and acknowledged the growing phenomenon of "smarks," wrestling fans who used the Internet to gain a wide base of knowledge on the real-life, backstage workings of the industry. Stone Cold Steve Austin would start to become extremely popular with the WWF's fan base during 1997, and would often receive the best fan response of the night; despite playing a heel character, many fans would start to see him as more of an anti-hero. During this time, many wrestlers' personas were retooled, and wrestlers who had been growing in popularity were given pushes, often with dark or morally ambiguous alterations to their characters: The Rock, who had failed as a babyface character named Rocky Maivia—a naive young athlete trying to live up to the athletic legacies of his grandfather and father—was recast as an arrogant jock who spouted catch phrases.