"Body Press"

Displaying a slightly less blatant pictorial sex-appeal than usual upon its cover, the July issue of Physical Culture appeared upon the news stands.

Had its editor, Bernarr Macfadden, altered his policy?

Certainly not. Bernarr Macfadden, the Nation's best-known body-worshipper, knew perfectly well that whether or not the public partook of his pure, apostolic zeal for "physical culture," it was keenly interested in the "cultured" pictures, "frank statements," "plain advice."

Physical Culture, which deals with the human breed much as the average farm journal deals with pigs, cows, horses, is sometimes spoken of as "America's largest *livestock publication." Typical of 103 pages of advertising in this July issue (replete with " muscular poses" by Earle E. Liederman, Charles Atlas, Lionel Strongfort, Prof. Titus et al.; with "beauty poses" by Annette Kellermann, Mile. Nadje, Nana Sterling et al.) : YOU CAN DEVELOP EVERY MUSCLE IN YOUR BODY TO AMAZING PROPORTIONS YOU CAN ACQUIRE SUPER STRENGTH RIP OFF YOUR SHIRT "Come to me and I'll shoot you so full of strength and vitality you'll think it's your birthday. . . . This is no idle prattle, fellows. . . . I've got the works. . . ." YOUR WOMANLY BEAUTY CAN BE DEVELOPED THE BUST-HOW IT MAY BE DEVELOPED REDUCE YOUR BUST LOOK AT YOURSELF IN THE MIRROR

Typical of editorials by Bernarr Macfadden on Blood Washing, Sex Determination, Children's Diseases, "Medical Men a Sickly Crowd": "We have received quite a number of communications commenting favorably upon this bathing process [blood washing] though we received one letter from a man who stated that he was suffering from prostatitis and who claimed that the prolonged bath enlarged the prostatic gland to such an extent that ... he had to have an immediate operation. . . ." "Now there are literally hundreds of theories on this particular subject [sex determination]....If from this great conflicting mass of theories we can secure dependable conclusions, we will indeed be able to pass on to the race knowledge of incalculable value. . . . If we can get a sufficiently large number of communications ... we can present information that will be scientifically accurate. ... $50 to $100 will be paid for all publishable experience in which we will be allowed to use the name and address of writers."

Typical headlines: CONVERTING CONGRESS TO PHYSICAL CULTURE PRINCIPLES, by Bernarr Macfadden. "'You are not what you can be until you have thoroughly developed that body of yours,' was my message to the Nation's leaders." (Numerous pictures of the Macfadden family in Washington, one of Macfadden "with Senators Capper, Dill, McFadden,*Magnus Johnson,/-Nelson Brookhart") I CONQUERED A BLOOD DISEASE AND RAISED A PHYSICAL CULTURE FAMILY ($500 Prize Story.) THE BODY BEAUTIFUL A MILLION BEING TREATED BY CHIROPRACTIC-RUSSIAN BRIDES AND GROOMS SIGN HEALTH CERTIFICATES WILL BOBBED HAIR MAKE BALD WOMEN ? YES! It was announced that Mr. Macfadden had bought the plant of the old New York Evening Mail, there to publish a tabloid daily newspaper featuring material along the lines of True Stories and Physical Culture. It was understood that this sheetlet, as yet unknown by name, would make no attempt to compete with other Manhattan papers in the presentation of news.

*American Swineherd, 35,150; Breeder's Gazette, 60,084; Leghorn World, 30,662; Stock and Dairy Farmer, 40,374; Physical Culture 306,000, *There exists no Senator McFadden. /-Senator Nelson (Minnesota) has been dead these 14 months (April, 1923). Senator Nelson had thick white hair, a white beard, The pseudo "Senator Nelson" in Bernarr Macfadden's picture is quite bald.