336

Winston Jad Photo 01-0 cotal og pages

EVRET EVANS Photo XO5-G catalog pages 8 & 9 of XO13

STEVE LORE 21, 5'8" 158 chest 39/42 dancer, tap dancing. USN.

Photo AGI-BZ catalog YG13 211. AMG

BILLY WATTS 20 5'9 180 lbs. Biceps 17, chest 45/47 waist 31, thigh 24.5 neck 17. Photo XJ2-U pgs 5, 6, 7, of XJ13; 45 cents. AMG

WALTER MAYFIELD

Photo A04-A catalog pages 6 & 7 of 2013.

DON PETERS

photo 01-H

BOB WALKER

Photo A08-C

catalog pages

16 of A013.

JOE SHELTON, 17

Photo ZP 155.

pgs 5,6, 7, of ZP13.

AMG

ABOVE: Four magnificent colored models. So many readers have requested colored models that we have made up a special catalog: XO13. This catalog will have at least 30 pages and more are planned. A catalog page is a 4x5 inch photo reproduction on photo paper and contains 16 miniature photos. Each catalog page costs 15 cents. From these larger size prints can be ordered.

WHY PHYSIQUE CONTESTS FAIL. Though in some small areas physique contests come off with a booming success, recently in the larger cities of the US they often fail to draw a break-even audience. In Los Angeles in 1958 the Mr. America contest was held in a very small auditorium (usually limited to fringe-faddist health lectures etc) and yet failed to come close to filling even this auditorium. The blame for this rests primarily on the shoulders of the Amateur Athletic Union, a group of devoted men who give generously of their time without pay in the interest of furthering sport. In this case the sport they are fostering is Weightlifting, and unfortunately many of them look upon physique contests as an ugly cousin, albeit essential function which goes along with the lifting.

The sad fact is that much of the potential audience of a physique contest is bored stiff with the endless lifting contests. Without exception the weightlifting phase of the contest is always held first-at our Los Angeles affairs, that phase is rarely completed until near midnight. Then the bodybuilders are given a begruged few minutes to demonstrate their muscles--that is, if they are been capable of lifting 3 times their weight in a total of 3 prescribed lifts-an essential preliminary to entering a physique contest (to keep out those who do not weightlift apparently). AAU officials know that if the physique contest were held first, most of the audience would walk out when (continued across the page)

ABOVE: Four twin shots--not really twins, but created photographically. AMG has a variety of interesting ideas you will enjoy in its catalogs. ****GARMENTS FOR ATHLETES. Garments formerly offered by AMG are now available through KALI-GAR PO box 37265 Los Angeles 37, Calif. Send Kali-Gar 10cents for their large physique garment catalog featuring many new items never offered before. For the present the Lon of London and Vince garments may still be purchased directly from AMG.

(continuation of WHY PHYSIQUE CONTESTS FAIL) the weightlifters came on, but they refuse to face this ugly fact. What's the solution for this problem? In our opinion for the time being at least AAU is the best organization for handling contests, though private groups should be equal ly encouraged. Weightlifting during the body of the show should be limited to one hour or less (with preliminaries being held early in the evening). There should be no lifting requirements for physique contestants. (At a dog show the prize pooches are not required to demonstrate their prowess by pulling a dog sled.) Every contest should have at least a few demonstrations of beautiful bodies in acrobatics, free exercise or other expressive forms. A girls' beauty contest should be held conjunctively with the physique contest when this is practical--it helps insure publicity, and also brings many members to the audience who may not be quite certain which of the contests interests them most. And last, prices must be realistic. A few reserved seats may be held up for higher prices, but an auditorium must be chosen which will make possible plenty of good $1 seats to assure maximum attendance. AAU and others who put on shows should never lose sight of the fact that most of their audience want to see beautiful bodies, and while they may add the ballast of strength feats, it will be wise to cater to the crowd which has the money to spend.