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Emerging From the Magazines: Bob Mizer's Athletic Models Guild

When twenty-four-year-old Bob Mizer began marketing photographs of men in posing straps in 1946, he was already on a crusade.

He was tired of police harassment in Pershing Square – a well-known meeting spot for gay men in downtown Los Angeles where he socialized with friends nearly every day during high school. They gossiped about their fellow Pershing Square regulars – the effeminate belles, the butch trade, and some in between. But in 1940 he wrote in his diary of a crackdown: "vice clean up is tightening Lillie is really serious about cleaning up the city," using a slang term common in gay circles for the police.

He also made weekly visits to the nearby Los Angeles Central Library and was tired of reading psychology books on the danger posed by "sexual variants" such as himself and his friends. "Anything you could read anywhere showed how pernicious a thing this was... [how] you would deteriorate into a mass of trembling flesh if you did these things," he later complained.

He was also tired of arguing with his Mormon mother, who vociferously objected to his transgender friend Rodney-later known as Daisy -who was bullied at school for wearing pink girls' slacks and having plucked eyebrows. Delia Mizer called Rodney a "pansy" and labeled his sexual proclivities "against all the laws of nature." Her son responded angrily, using a very different vocabulary, one that drew on notions of legal equality and civil rights: "Most people are just obeying their impulses," he retorted. "Should they be denied the right to fulfill their instincts?"

As a young man, Mizer had already identified the many ways society looked down on "temperamental people" like him and his circle of Pershing Square friends. More important, he was also clearly determined to do something about it to confront the legal, medical, and religious prejudices that so viscerally affected his life.

One Sunday night in March 1940 he was on the telephone listening to Rodney describe his sexual exploits from the night before. Someone else on his party line was also listening in a common occurrence at a time when only the rich had private telephone lines. Using vulgar lan-guage, the eavesdropper expressed his contempt for such people. Mizer had had enough. He channeled his anger into his diary that night: "My aim in life will be to create tolerance among mankind and especially to vindicate the decent, spiritual Urning," using a nineteenth-century term for men attracted to other men. He was beginning to articulate the sense of defiance that had been building up inside him. Soon his rudimentary efforts to create tolerance made it into print. "This week I made my column risqué," he noted of his writing in the Polytechnic High School newspaper. "All of my gay friends are included." Even as an eighteen-year-old high school student, Mizer demonstrated a willingness to defy convention and assert his desires. He had also developed the ability to publicly affirm his gay friends if in a coded way that perhaps only they would understand.

Mizer's ambition was to be an author. He was not just a columnist but an editor of his high school's award-winning newspaper – considered one of the top ten in the country by the Columbia University School of Journalism. He had begun creative writing in grammar school and published several short stories. He was also a voracious reader, checking out popular psychology and sexology books like Out-witting Our Nerves and Sexual Power on his weekly runs to the Los Angeles Public Library. He so identified with Boris Barisol's biography of writer Oscar Wilde, subtitled The Man, the Artist, the Martyr, that he labeled his own 1940 diary "Bob Mizer: The Man, the Thinker, the ?" One of his teachers suggested that his skills at writing, shorthand, and typing would easily land him a steady job as a court reporter. But Mizer wanted to write his own book. He would call it "How You Can Help the Homosexualists" and would target younger gay men whose worldview had not yet formed.

Although he never published such a book, writing would occupy much of his life, as he penned hundreds of feisty editorials denouncing censorship, puritanism, and prejudice for his magazine Physique Pictorial, which he published for over twenty years. Not unlike the book he hoped to write, Physique Pictorial offered help and comfort to tens of thousands of gay men in Cold War America. As the editor of the first large-circulation American magazine targeting gay men, Mizer found a way to help the community he had found at Pershing Square. In the pages of his path-breaking magazine, Mizer honed the skills he first tried out in his high school newspaper-thumbing his nose at the authorities while speaking up for his friends.

In postwar America, a commercial network of gay physique photographers and magazine publishers emerged from the contests and magazines surrounding the physical culture movement. Bob Mizer was neither the first nor the only gay man to capitalize on his community's interest in physique photography. But he became the center of a network that served to connect, inspire, and politicize that subculture. He drew on an older tradition of gay photographers marketing their products through an underground market or in the back pages of mainstream fitness magazines. But with the founding of Physique Pictorial in 1951, he opened this tradition to public scrutiny and a new level of visual and discursive engagement. He was joined by Irv Johnson, the owner of a gym in Chicago, who began publishing Tomorrow's Man in 1952, and by Randolph Benson and John Bullock, a gay couple who met at the University of Virginia, who began publishing Grecian Guild Pictorial in 1955. Together they created a new genre of small magazines that would help serve and unite gay men throughout the country.

The social world Mizer constructed with his gay high school friends at Pershing Square was central to his budding role as a pioneering gay entrepreneur. "The number of faggots cruising around here is legion," remembered the writer Hart Crane. But the number of available sexual partners was only part of the appeal. "Here are little fairies who can quote Rimbaud before they are eighteen," he observed, suggesting how the space also offered an education in gay cultural codes. It was through connections made there that Mizer not only discovered a sense of community and a sense of oppression but also learned about a central feature of gay male culture: photography of the nude male.

While still in high school, Mizer went to a party at his friend Sydney Phillip's place, where three gay friends posed in the nude for "artistic studies" that the host photographed. "It was terribly cute to see them rush to hide in the bathroom whenever a knock was heard at the door," Mizer noted of the models' skittishness. Featured in one of the first entries in his 1940 diary, the night clearly made an impression. A few months later Mizer himself posed for another gay photographer and became "enthused about barbell exercising."3

Weightlifting led Mizer to another formative influence: Strength & Health, the preeminent physical culture magazine published by Bob Hoffman in York, Pennsylvania. Mizer began reading the magazine in high school when he started lifting weights – he purchased his barbells through its back pages. He enjoyed the bodybuilding photos and articles but was particularly intrigued by the monthly "S & H Leaguers' Page," a pen-pal service for those who wanted to exchange letters and photographs. Members often described their hobbies and interests, which included not only bodybuilding and physique photographs but often music, ballet, and theater. In April 1945 Mizer placed the following notice, hoping to connect with other leaguers; he included his home address, which would become the legendary home of his physique studio: "Bob Mizer, 1834 West 11th St., Los Angeles, Cal. is interested in photography and creative writing, and promises an immediate answer and exchange of photos to all who write. He uses a York barbell and other training appliances and hopes that we will allot more space to the league notes, as he enjoys reading this department and writing to other leaguers. "

The response was overwhelming – Mizer received over three hundred letters from fellow S & H Leaguers, some of whom remained life-long friends. Other leaguers reported similar responses from their no- tices. One received such a flood of mail-but to the wrong address – that the Post Office requested he issue a correction immediately. Mizer later praised this service for allowing "lonely bodybuilders and others" not only to correspond but also to form "long-lasting and fruitful" friendships. His positive experience with the S & H Leaguers' Page offered a pivotal lesson, demonstrating to Mizer the desire of men who enjoyed physique photography to connect with each other.

After high school graduation he worked as an office clerk and typist for the Texas & Fort Worth Railroad, but in his spare time he also began to help out at various Los Angeles photography studios, learning how to pose models, position lighting, and develop film. In the summer of 1945, during the final days of World War II, Mizer was full of excitement as he made plans over the establishment of what he was already calling "my business." He was honing his craft by apprenticing at Fred- erick Kovert's Hollywood studio. "I am helping him in my spare time in order to decide whether or not to come into the studio to work." Kovert was a former silent movie actor who had become one of the more daring and well-known photographers of nude men. Mizer was one of numerous young men working for Kovert, doing much of the photography that bore his name. Mizer often brought models there, used his darkroom, and even posed himself. He could do none of this at home, since his mother, who ran a rooming house, did not approve of his interest in photographing nearly naked men. Still, he found Kovert to be controlling and difficult to work with.

Soon he bought his own camera and started to frequent Muscle Beach and bodybuilding competitions to find models. Muscle Beach in Santa Monica-not far from the home he shared with his mother near downtown Los Angeles was the center of the postwar interest in bodybuilding and beefcake. It was the perfect place to meet bodybuilders who were anxious to be photographed. "I modeled for Bob Mizer in 1947, '48," Ben Sorensen remembered. "Bob came down to Muscle Beach and just talked to people, you know? He invites us up. Of course everybody's interested, when they're bodybuilding, in getting some free pictures." It was Bob McCune, another bodybuilding champion Mizer photographed, who convinced Mizer to submit his photos to Strength & Health. Editor John Grimek, himself a well-known bodybuilding champion, encouraged Mizer to submit more work. "Yours are as good as others," Grimek told the budding photographer when they met at one of the bodybuilding competitions in Los Angeles.

Mizer called his business the Athletic Model Guild (AMG) and offered his first advertisements in Strength & Health in 1946, where they competed for attention with similar advertisements from other gay photographers, such as Alfonso Hanagan, known as "Lon of New York." Hanagan had first become interested in physique photography when he became enthralled with images of bodybuilder Tony Sansone, who marketed his own photographs. After moving to New York in 1936 to pursue a career in music, he met Sansone and began to socialize with and photograph him and his friends. By the 1940s his physique photographs were being featured on the cover of Strength & Health and bodybuilders began seeking him out, hoping to appear on magazine cover. As payment, the magazine gave him free ad space in the back of the magazine. It was this mutually profitable world of photographers, bodybuilders, and magazine publishers that Mizer would enter, then help to transform.

When Mizer began marketing physique photography to a gay audience, he joined a field with deep roots in gay culture. The taking, sharing, and selling of such images had been central to gay culture for well over a half century by the time Mizer discovered it. Wilhelm von Gloeden began selling photographs of nude young men he posed in classical staging in Taormina, Sicily, in the 1890s. He developed a large following in cosmopolitan circles, especially among cultivated gay men. Some of his more restrained images appeared in European journals that were popular within the Aesthetic movement, while his nudes circulated through an underground market. Oscar Wilde and other gay notables made pilgrimages to his studio.

In addition to such high art, images of nearly nude men circulated in the context of the physical culture movement, starting with images of Eugene Sandow in the 1890s. By the 1920s nude photos were widely marketed in the back of both art and physical culture magazines. Physical culturist John Hernic offered nude photos in the back of Art Magazine in the 1920s and Strength & Health in the 1930s. "These photos will be a source of inspiration to you in your training for a well developed body," Hernic's ad promised, providing a small image of a muscled and oiled young man with a prominent posing strap a pouch hanging off a string that covered only the genitals, the most revealing item of clothing a model could wear.

Collector Robert Mainardi identifies Hernic as a "mail-order pioneer," but his Apollo Art Studios was soon joined by others. To earn a living during the Depression, brothers Fred and William Ritter photographed themselves and their fellow physical culturists who trained at a New York City YMCA. They developed their own photos and sold high-quality images for $1 apiece. Film historian Thomas Waugh labels them "the first gay generation of physique photographers. "10

Nude figure studies were only one of the many items available for sale in the back pages of these magazines. There were advertisements for barbells, food supplements, clothing, figure studies, and more. Indeed, most magazines were simply vehicles to sell products. Bob Hoffman founded the York Barbell Company a year before he founded his magazine Strength & Health and admitted the periodical was really a means to sell equipment. Both Hoffman and his main competitor Joe Weider distributed their fitness magazines at a loss, seeing them as a way to sell more barbells. Some of the first famous bodybuilders were similarly engaged in marketing products. Eugene Sandow – considered the world's most perfect man – performed on the vaudeville circuit, published books on physical culture techniques, and marketed postcards of his own image. As much a brand name as a bodybuilder, Sandow opened a chain of vegetarian restaurants, sanatoriums, and hotels that by the 1920s made him a millionaire. Bodybuilding promoter Bernarr Macfadden also constructed a commercial empire around the sport that included health retreats, restaurants, beauty contests, book sales, lectures, and mail-order fitness courses. Right from the start, bodybuilding was a lucrative business, the centerpiece of a network of consumer items.

A legend has developed that Mizer's first business plan was to serve as a referral service between models and the studios that required their services. According to this legend, the talent agency model failed, but Mizer díscovered, as if by accident, that the photographs were more lucrative than the modeling connections. This unsubstantiated story implies that his idea of marketing photos to gay men was sui generis. It cuts Mizer off from the long tradition of gay men taking, exchanging, and purchasing such photographs, beginning in the late nineteenth century. One of the sources of the legend was Wayne Stanley, a Mizer protégé who inherited Mizer's business and who self-servingly asserted that AMG was "the first photographic studio of the young male physique, ignoring Von Gloeden, Hernic, the Ritter Brothers, Lon of New York, Kovert, and many others. Mizer's diaries suggest that photography was key from the beginning and that he considered himself to be part of a field of physique photographers from at least 1946. While a pioneer in many ways, Mizer did not create the genre.

Although the selling of physique-type photographs was not new, in the post-World War II era such imagery was becoming a much more visible component of American culture. Men had only recently started appearing shirtless in public. While European men had begun going topless on beaches soon after World War I, one-piece men's bathing suits emerged in the United States only in the 1930s. Some called them "Depression suits," suggesting that the shirt disappeared owing to lack of funds. As more and more proud male bathers defied convention by exposing their chests, the media began to talk of a "no shirt movement." Some beach communities such as Atlantic City, New Jersey, pushed back and banned topless male bathing. Responding to the changing beach regulations, clothing manufacturers offered detachable tops for their swimsuits. Representing the shifting cultural sands, their advertisements often featured one shirtless male and another with trunks and a tank top. According to David Chapman, by 1937 the controversy was settled, as most of the nation's beaches allowed men to appear shirtless.

World War II brought images of shirtless sailors and soldiers into American homes and theaters. In covering the war, New York magazines and Hollywood films soon reflected the trend toward displays of the male chest. A cover of Look magazine in 1942 featured a shirtless image of Muscle Beach denizen John Kornoff, the U.S. Army's first physical trainer. Cannon Towel advertisements in Life featured soldiers bathing in the South Pacific wearing nothing but one of its products. Within a year of the war's end, as Mizer started marketing his photo albums, Sidney Skolsky, sitting across town in Swab's drugstore writing his nationally syndicated gossip column, coined "beefcake" to refer to Hollywood's liberal use of Guy Madison's physique. Madison had been discovered by gay Hollywood agent Henry Willson, who also named and popularized gay actors Tab Hunter and Rock Hudson. Skolsky dubbed the bevy of male actors posing in bathing suits a "beefcake brigade," and this new term for displays of young, pulchritudinous male flesh took hold. Willson was a frequent client of physique photographer Lon of New York but was now bringing that same look to Hollywood. So the popularization of "beefcake" imagery and terminology, from their very origins, had a gay inflection.

But if male torsos could increasingly be seen on American beaches and in popular periodicals after World War II, they were still considered taboo in town. Men would continue to be subject to arrest for appearing shirtless on many city streets and in parks into the early 1960s. They were particularly vulnerable to such arrest if they did so in a known gay cruising area, reflecting the tensions in American culture over male nudity and its homoerotic implications. A seventeen year-old Harvey Milk remembered being charged with indecent exposure in the summer of 1947 for baring his chest in a secluded gay cruising area of Central Park, even as men with families did exactly the same on the more public grassy lawns. Being grouped among "the men without their shirts" was one of Milk's first visceral experiences of antigay oppression.

As interest in the male physique increased during the postwar period, Mizer's Physique Pictorial would catch the beginnings of a cultural wave. Yet he would also feel the wrath of law enforcement that tried to shut his business down, even before it was formally on its feet. He and his magazine would be caught up in legal disputes over the sexual meaning of such displays of male flesh. For the next two decades, Mizer would place himself at the center of this battle.

POSTAL INSPECTOR VISIT

On July 23, 1945, Mizer had his first of many encounters with federal law enforcement authorities. After leaving work as usual at the Texas & Fort Worth Railroad and bicycling by the library on Pershing Square to exchange some books, Mizer arrived home to find postal inspectors waiting for him. They searched his room, found "dirty pictures," and took him to their offices for questioning. Mizer somehow escaped arrest, but a few months later Kovert's studio was also raided, resulting in headlines in the Los Angeles Examiner. Intimately involved in the resulting legal drama, Mizer attended court with Kovert, who pleaded guilty to possession of obscene materials, and drafted a letter for Kovert's customers seeking their support. Not even the intimidating tactics of the Post Office and the court system seem to have deterred the twenty-three-year-old Mizer. "Spent evening on [Athletic Model] Guild calls and letters," he wrote in his diary, just two days after being what he described as "probed" by postal inspectors. Rather than serve as a deterrent, Mizer's encounter with federal postal authorities seemed to increase his resolve and suggests how his struggle with the forces of censorship formed a central component of his business. Mizer would face arrest again in 1947 and 1954 in connection with his business, each encounter with the authorities sharpening his sense of outrage.

Mizer began his business in 1946 by producing and distributing mimeographed "albums" to sell his beefcake photographs, copying the standard operating procedure followed by Kovert of Hollywood, Lon of New York, and many other such photographers.17 He would send customers who responded to his advertisements in Strength & Health a one-page sample of photo albums, from which they could select the models and images they wanted to purchase. However, Mizer's early albums went beyond providing the necessary marketing information. Mizer peppered his albums with news and commentary on the physique world-biographies of models, bodybuilding contest results, and warnings about Post Office crackdowns. As with his earlier writings in high school and his later editorials in Physique Pictorial, Mizer constructed a narrative that drew customers and models into the same enlightened circle of upstanding physique enthusiasts and supporters of free speech, while casting public censors and moralists into the darkness.

Starting with Forrester Millard in 1946 -- the first featured model in his premier "Album A" – Mizer constructed a fantasy narrative about his models that encouraged a sense of identification between them and his target audience of middle-class gay men. At the same time, he cleaned up the description of his interactions to avoid any hint of illegality. Although Mizer would print on almost every mailing and magazine he produced that he neither took nor sold nude photographs, he took nudes of Millard and of most every subsequent model. A native of New Mexico, Millard was only sixteen at the time Mizer photographed him, though Mizer fudged his date of birth to make him seventeen.

Publicly, Mizer lauded Millard as the ideal model who had control of every muscle due to hours posing before a circle of mirrors. Privately, Mizer complained that Millard was narcissistic to the point of being "completely entranced with his own physical beauty." Vanity had led Millard to quit school and be supported by his mother and a girlfriend. "In the album bulletins I try to be truthful – but naturally I must show jurisprudence in what truth I tell," Mizer wrote a correspondent at the time. "I would doom a model's popularity if I announced he was married with two kids.... Most of my models over 23 are married or are permanently shacking up with their common-law wives."

So the biography Mizer constructed for Millard centered on discipline, Horatio Alger upward mobility, and a hint of homosexual camaraderie. "Laughed at because he was skinny, Forrester rapidly developed a magnificently defined body which became the envy of his former tormentors," Mizer wrote. Mizer replaced mention of his real-life girlfriend with "training companion" John Miller, who had won top honors at a recent AAU contest. They posed for Mizer's first duos, a homoerotic format that set Mizer and other gay physique photographers apart from their mainstream colleagues. Dark-featured Millard and blonde Miller looked like the perfect gay couple. They hoped to open a gym together, Mizer told his clients suggestively. The image of Millard and Miller on a settee with overlapping arms, hands touching, appeared in Strength & Health and became a signature AMG photo. Millard was later called "almost the touchtone for AMG's fame".

To counter the perception of both gay men and bodybuilders as degenerates, Mizer's biographical notes gave his models middle-class respectability, highlighting not only their physical attributes but also their alleged intellectual and professional ambitions. Not only was model Johnny Murphy tops in the "muscle game," but his business courses at Woodbury College were preparing him to become a business executive. "In anything he does, he will not content himself with being just average, he must be the best," Mizer gushed.

From the feedback he received to his many customer questionnaires, Mizer had a keen sense of what his audience liked and the "psychological effect" of his photos. As he told a colleague, "A picture is rarely unpopular if the model looks directly into the lens (and hence seems to be looking at the person observing the picture) as naturally they feel identification with him." Not only in his lighting and posing but also in his editorial content, Mizer made sure that his largely middle-class audience could identify with the models he was offering them, assuring them that they were "from upper-level homes." While seeking to bond models and customers in a circle of mutual camaraderie and respectability – what he called "the few... who demand freedom of expression" – Mizer also used his albums to make a detailed and careful analysis of censorship efforts by people he derided as "philistines," "moralists," and "unaesthetic law enforcement officers. " Mizer had gotten nowhere in his attempts to reason with censorship authorities. He and his fellow Los Angeles area physique photographers petitioned the Post Office to allow the use of the mail for nude photography. Postal authorities responded that they were forced to forbid such mail by local civic organizations and church groups that feared such products would fall into the hands of children. Mizer offered a clever countersuggestion: photographers could send nude photographs care of the local postmaster in every city, where they could then be claimed by the recipient with proper proof of age. His proposal went unheeded.

Mizer had been in business less than a year when he was first arrested, but it was not for sending nudes through the mail. Mindful of postal inspectors, he had sold nudes only to walk-in customers at his studio near downtown Los Angeles-what amounted to just 10 percent of his business. But when one of those customers, thirty six-year-old Mexican-born Texan Pasquel Barron, became embroiled in a Post Office obscenity investigation, he admitted to obtaining nudes from Mizer, and the Post Office quickly forwarded the information to the local district attorney. Mizer was arrested in 1947 for contributing to the delinquency of a minor, James Maynor, one of his first models, a seventeen-year-old. The district attorney uncovered a network of teenage bodybuilders centered on Muscle Beach, many of whom had been brought to Mizer's studio by William Petty, a physical education instructor employed by the city of Santa Monica to organize athletic activities and performances. Petty and another photographer were also arrested.

Unable to afford an attorney, Mizer was convinced by a public defender to plead guilty to the misdemeanor charge he admitted to photographing Maynor in the nude. But in his plea to avoid prison and receive probation, Mizer insisted that he operated a legitimate business. He stipulated that he had consulted with attorneys and obtained signed release statements from his models or their parents. To distinguish his from previous such enterprises that operated underground, Mizer granted the court access to his meticulous records concerning both customers and models. He freely admitted to being a homosexual and to "attend[ing] several meetings of other types of such individuals in Lafayette Park" a possible reference to gay social or fraternal organizations. Friends and neighbors testified to his good conduct and character – they described him as a photographer and artist who never smoked, drank, or got entangled in the law. The district attorney countered that Mizer's business was "pandering only to the tastes of lustful homosexuals." Several of his models, including John Miller, featured in AMG's early advertisements, confessed to engaging in oral sex with Mizer.

In denying his request, the probation officer emphasized that Mizer showed no remorse for his activities and was an admitted homosexual. He labeled his business of photographing teenage boys in the nude "a vicious and deliberate crime." Mizer was sentenced to six months at a work farm in Saugus, California. As with his interrogation by postal inspectors in 1945, the time he spent in Saugus seemed to steel his will. He felt abused by a legal system that was persecuting him for his lack of shame in being gay and operating a business that catered to his fellow homosexuals. He would later caution his readers to remain silent if arrested and never admit to any guilt, lest they find themselves "rail-roaded to prison" like he felt he was. As he wrote to his mother from Saugus, "I feel more strength now than ever before, but this strength, this driving energy, shall be carefully bridled and directed with wisdom.... ambition is everything." Mizer's tone and focus on the forces of censorship turned darker after his 1947 arrest. By 1950 he reported on a "witch hunt" at Muscle Beach, where one Sunday all the photographers were arrested and further photography forbidden. "Los Angeles and California is in a stage of sex hysteria," he warned, with the state legislature passing sex laws "which only stop short of outlawing the double bed." He chastised "those too stupid and prurient-minded" to understand and appreciate the need for nude art. "These same philistines are mischievously at work to undermine other basic rights of the individual," he wrote. He recommended that readers join the American Civil Liberties Union (ACLU) or the American Sunbathing and Health Association, a nudist organization. "The only successful way to fight these frustrated reactionaries is through national organization." Fighting the forces of censorship through collective action was clearly on Mizer's mind.

Mizer closely followed and reported on the legal struggles of other physique photographers, even though raising such issues threaten to scare away more timid customers. Whenever possible, he noted what he saw as rays of hope, such as a "progressive Federal Judge" in Chicago who ruled in 1947 that photographs of nude males by Al Urban were not obscene. He noted that most magazines and photographers "in the field" had almost always beaten their prosecutions, but "only at damaging expense." These small victories failed to establish a clear national legal precedent, nor did they silence the local churches, parent teacher organizations, and other "moralist groups" behind censorship efforts. Mizer quickly identified the pattern of obscenity prosecution that would continue for the next twenty years: censors won at the local or lower-level courts but then lost on appeal. Physique photographers would have to work together to establish a large war chest to fight the censors and establish a national precedent.

PHYSIQUE PICTORIAL

So when Mizer began publishing Physique Pictorial in 1951, he envisioned it as a collective effort – a catalog of merchandise from a variety of gay photographers and other vendors facing exclusion from mainstream fitness magazines. The first few issues were "advertising booklets," offered to subscribers for free – a "gift" underwritten by participating businesses. Like the mainstream fitness magazines, Mizer figured that photograph sales would more than pay for the magazine, as barbell sales financed mainstream fitness magazines. He wanted to bring gay physique photographers into closer alliance and thereby more effectively fight the forces of censorship. First called Physique Photo News, it would take advertisements from the back of Strength & Health and give them a new, safer, and more prominent home of their own.

Under pressure from postal authorities, mainstream fitness magazines were beginning to refuse ads for undraped nudes. Warning that "queers" had "obtained a particularly vicious hold on our bodybuilding game," Iron Man instituted a policy refusing ads with models wearing anything less than swim trunks and threatened even stricter rules in the future. Strength & Health had faced censorship efforts over a cover image that had been taken in the nude and later retouched with a posing strap. The managing editor of Strength & Health warned Mizer that his advertisement photos were becoming "less athletic and more risqué" and threatened to bar him from the magazine. While Mizer pledged to cooperate, he saw the writing on the wall. "We are anxious to get our own magazine strong enough that in a few years time we can thumb our noses at the physique magazines," he wrote to a trusted adviser.

The first issue represented the combined effort of six physique photography studios, but most of the others soon opted out. "Bruce [Bellas] was so frightened that he decided not to be represented in the next issue," Mizer recalled. To avoid postal inspectors, Bellas preferred to travel from city to city selling his images in person to select clients. Russ Warner also demurred, having already been summoned to Washington for an arduous hearing before postal inspectors over his nude photos with inked-in pouches. "The only people who would want photos of men were gay people," the postal inspectors confided to him, and their threat to "get every one of them" left him skittish. Even Mizer feared repercussions since "it will look dangerously like an organization which might effectively resist the postal distaste for physique work." Postal authorities may not have viewed it as a threat, but such organizational power was clearly at the forefront of Mizer's thinking.

Mizer's efforts at consolidation drew inspiration from the most prominent scholar and writer on the subject of sex in America. Like other early activists for gay rights, Mizer had read Alfred Kinsey's Sexual Behavior in the Human Male and considered it pivotal for his understanding of homosexuality as a naturally and frequently occurring variation of human activity. "Dr. Kinsey's first book was the most important one in my whole life," Mizer wrote to a colleague, "and for it I owe him a debt I could probably never repay. "

As an avid collector of materials to document American sexual culture, Kinsey became a regular Mizer customer, and the two quickly established an active correspondence that lasted nearly until Kinsey's death in 1956. On his many visits to Los Angeles, Kinsey met with Mizer and conducted sexual histories of his fellow physique photographers and models. Mizer even forwarded his frequent customer questionnaires to Kinsey for tabulation, thereby offering him indirect access to his customer base. In return, Kinsey offered strategic advice about how best to combat postal authorities.

Because of his own struggles with postal and customs authorities over shipments of erotic materials to his institute at Indiana University, Kinsey had developed relationships with prestigious law firms specializing in the First Amendment. It was he who suggested that physique publishers could win at the appellate level if they could find a way to sustain and finance their legal cases. "I have suggested before that all of you photographers should band together and employ the very best attorney that you can in the L.A. area to advise you and to handle individual cases," Kinsey wrote to Mizer in 1951, just as Mizer was establishing Physique Pictorial. Kinsey suggested that photographers of female nudes had tried to do this but never succeeded at forming a united group. While Mizer never formally organized his fellow physique photographers, he and his magazine served as a de facto central bureau of information, connecting customers, photographers, and publishers.

Tapping into an underserved gay market, Mizer's business flourished. As Mizer later remembered, "there was not such a thing at the time as a magazine that showed a variety of young, youthful models – not supermen – which is what most people wanted." Through his customer questionnaires, Mizer knew what his clients wanted: less information on weightlifting and exercise and more models. One twenty- two-year-old customer from Winchester, Massachusetts, remarked how Mizer's models were becoming "more youthful, slimmer and more suggestively posed" and encouraged him to be upfront about it – not to "hide all this under the general category of art photography," a common claim of photographers offering undraped nudes. As he wrote to Mizer, "It appears to me that by the constant polls you all seem to be taking so that you may satisfy your customers, you are catering more and more to the homosexual trade." Models, too, knew what Mizer was up to. "I think Bob was, um, interested more in the gay magazines than the bodybuilding ones," remembered model Ben Sorensen. "I'm straight, but that didn't bother me at all. Everybody at the gym knew what they were doing with the photos."

Within a year of establishing AMG, Mizer reported a gross monthly income of $700-annualized, this amounted to nearly three times the average family income of 1947. Mizer had hired his brother as a full-time employee and had nearly $2,000 in savings. His mailing list already contained customers from "practically every country in the world," according to the district attorney who prosecuted his case. "It grew like Topsy – a little bit each time," Mizer remembered.33 He soon began offering a "Nickle Plan," similar to a monthly book club, where customers would regularly receive photographs from each new AMG album. Wishing to respond to the particular desires of his customers, he allowed them to specify what types of models and photographs they preferred not to receive: "models over or under ages, races, slender or very heavy weights, poses with girls, models in clothing or part clothing such as Levis, models in trunks, portraits." Mizer was already engaging in specialization, acknowledging the particular sexual desires, fetishes, and prejudices of his customers.

Although Physique Pictorial could increasingly be found on select newsstands, Mizer's initial sense of it as a catalog of merchandise for subscribers endured. He recalled that although magazine wholesaler Lou Elson began to distribute it in New York after a year or two on the market, newsstand sales did not substantially increase total circulation. "Its circulation was horrible. It was very hard to get. Most newsstands didn't carry it," remembered Chuck Renslow, then a fellow physique photographer in Chicago. Mizer himself called his newsstand circulation "quiet select." Continually struggling to find a newsstand distribution network, he mostly sold Physique Pictorial by subscription. But he was proud of his independence – unwilling to bow and scrape to distributors or advertisers. In addition to working with a few wholesalers, Mizer sent copies himself to select newsstands. "Tell your dealer about this and give him our address," he suggested to readers, trying to get them actively involved in increasing circulation. When Physique Pictorial did manage to appear on newsstands, it sold out almost immediately.

In 1963 AMG tried to diversify and modernize by offering a large format, color magazine called Young Adonis to supplement the black-and-white Physique Pictorial. It was a sell-out wherever it was sold, but again Mizer had trouble getting it on newsstands. The distributor wrote Mizer a two-page letter describing the magazine's "sins." Although Mizer promised future issues would feature new offerings, including a fashion section handled by model Mark Nixon, it was the only issue Mizer offered.

FROM GUILD TO NETWORK

Mizer's choice of the term "guild" to refer to his business started a trend among physique photography studios. Don Whitman founded the Western Photography Guild in Colorado in 1947 and soon had advertisements next to AMG's in the back of Strength & Health. In Metairie, Louisiana, a group of physique photographers and artists launched the Southern Guild. And in Portsmouth, Virginia, George U. Lyon and Charles E. Smith started Underwood Photographic Guild. The word "guild" could refer to any association of people with a common goal but historically referred to a group of craftsmen or merchants who exerted some control over their trade. As an avid reader, Mizer was probably well aware that medieval guilds were famous for regulating entry into a profession and often exerted considerable power in city government. His choice of words suggests his aspirations to unite, protect, and empower those involved in the physique field. It was the same term Harry Hay would use as he began organizing the Mattachine Society as a gay political group across town a few years later.

In keeping with the spirit of a guild, Mizer cooperated with and promoted the work of other photographers. He would share or sell mailing lists to competitors and alert readers when new physique magazines were launched or studios opened. "Physique Pictorial is not a closed enterprise and any legitimate studio can be represented in it," he promised. By 1954 he regularly included a directory of photographers, artists, and models selling merchandise, a custom followed by many later physique magazines. He was happy to note when individual models offered their own photos directly to readers. When he had a disagreement with a physique artist, he let readers know that the artist's work could now be found in a competing magazine.

As the number of physique studios catering to gay men proliferated, Mizer's magazine functioned like a Better Business Bureau. Mizer barred advertisements from studios who were known to be unreliable, gave bad service, or sold illegal material (although he included photos with "inked" pouches, indicating the original photograph was in the nude.) He threatened to publicly denounce photographers who were territorial and unwelcoming to new talent in their area, and he was quick to publicly reprimand photographers who did not reciprocate his courtesies. Mizer also warned readers of offers from the "get-rich- quick boys" promising special pictures available only to a few "intimate friends." Given the Post Office's vigilance, he knew that studios selling nudes would not last long. "Every mailing list is peppered with postal inspectors and their collaborators," he cautioned. After sending in an exorbitant fee, the customer might receive nothing. He encouraged readers to confess their stories of being victimized by such schemes.40 Envisioning a constantly widening network of producers and consumers, Mizer sought to place himself at its fulcrum. Soon he was offering a host of consumer items – artwork, slides, viewers, and "garments for athletes" including jeans, T-shirts, bathing suits, and the ubiquitous posing straps. Physique Pictorial functioned as a nexus for finding, producing, selling, and admiring male photos. Other studios described AMG as a one-stop shopping experience: "one of the largest photo guilds in the country and supplies about everything a photo collector or bodybuilder wants: movies, garments, thousands of all sizes of photos, color slides, and many other works of art."

The network grew increasingly international as Mizer featured photographs by Arax of Paris and models wearing trunks from Vince of London. He soon had agents in Belgium, France, Denmark, the United Kingdom, and Japan. By 1962 Mizer sponsored European tours for physique enthusiasts, "to photograph local athletes, and to visit famous clubs of special interest."

Mizer encouraged not only other physique photographers but a new and growing group of physique artists in his magazine. AMG became a generative center that showcased the work of talented young painters and sketch artists who then developed their own followings that often eclipsed Mizer's own popularity. In 1957 he introduced an unknown artist who "depicts the healthy robust youth of the forests of Finland," who would later reach international renown as "Tom of Finland." But it was an artist from Virginia, George Quaintance, who created what Mizer called a "vogue" that was widely imitated.

Quaintance had begun taking photographs and drawing sketches of male nudes under the tutelage of Lon of New York. He had worked drawing bodybuilding champions for the cover of Joe Weider's Your Physique, but it was when he started painting for Bob Mizer's new magazine that his career took off. Set either at a dude ranch in Arizona, where he lived, or at a bath in ancient Greece, Quaintance's paintings created the kind of playful environment of easy male camaraderie that Mizer sought to foster through his magazine. And like Mizer, Quaintance considered his homoerotic artwork to be "a crusade for the rights of the feelings" of his customers. "I too feel that I crusade in my attempt to supply, or satisfy, a deep emotional hunger in the inner lives of my customers," he explained to a homophile leader. Soon his mailing list of ten thousand active buyers around the world surpassed that of Mizer. He offered not only physique paintings but prints, photographs, and sculptures, expanding his business to a four-man operation. "It grew too fast.... I'm trying to adjust myself to all the confusion," he wrote at the time. Those who met him as he toured the country selling his artwork describe a flamboyant artist who loved wearing western gear, turquoise jewelry, and showing off his young Mexican American lover and frequent model, Eduardo.

What distinguished Quaintance's artwork was not just the invitation to view nearly naked men but the excitement of seeing them looking at each other, as Michael Bronski has argued. One of Quaintance's first cover images for Physique Pictorial demonstrates how groundbreaking those gazes were. "Morning in the Desert" featured four ranch hands around an outdoor bath dressing and preparing for work. One naked bather is standing, his genitals covered only by soapsuds. Another naked man lies below him in a tub of water, looking directly up at the other's body. But for the cover of the magazine, to pass postal censors, Quaintance shifted the man's head to the left, so his gaze no longer fell longingly on his fellow naked male bather. Like his better-known successor, Tom of Finland, Quaintance constructed a "network of looks" that included and invited those of the viewer, furthering the sense of homoerotic identification.

Mizer's growing network of photographers, artists, and other physique-related businesses used a language of friendship and camaraderie that further encouraged a sense of community. Seattle physique artist William MacLean set up a studio and invited new and emerging physique artists to market their work through him. This offer featured a photograph of the very handsome artist hanging images in his exhibit space, noting suggestively that he was "a very eligible bachelor" and therefore "his studio is a gathering place for the young social set and many a party is hosted there." London model Clive Jones sold his images directly and promised to handle orders personally. "Clive would like to hear from his many friends in America" and promised to send a catalog of images of himself and his "buddies" in London.

Mizer offered slides of physique models intended to be projected on a wall or screen for group viewing. One of MacLean's more reproduced drawings showed a group of men admiring AMG slides and imitating the poses of the models. When Mizer began making physique film shorts, he called for readers to submit script ideas, giving members yet another way to participate. He offered suggestions on where to buy a good, inexpensive projector and soon began renting the films at a quarter of the price of purchasing one. In words and images, he encouraged readers to share the experience of watching physique films. "Imagine what a hit these films would be at your next party or gathering of friends who are physical culture enthusiasts!" Indeed, much of the allure of participating in this network, whether as a producer or as a consumer, was the sense of community it offered.

Mizer's own rhetoric helped to solidify that sense of community. Boasting that his magazine lacked "mass appeal," he explicitly signaled his targeting of a minority population, what he called "the limited aesthetic group" who appreciated the male body. Mizer was borrowing a gay discourse developed in the late nineteenth century, a period he knew well from his reading of Boris Brasol's biography of Oscar Wilde. As art historian Christopher Reed argues, "The Wilde trials seemed to reveal homosexuality as the secret behind the enigmatic passions of the Aesthetes, tainting the entire movement, all of its products, and even the idea of aesthetic sensitivity."

Indeed, the modern identities of "the homosexual" and "the artist" – both considered manifestations of innate predispositions – developed nearly simultaneously in the nineteenth century, as both creating art and committing sodomy moved from activities to ways of being. "Artistic" quickly became euphemistic slang for "queer." Painter Paul Cadmus remembered how the association had transferred to the American scene by the 1930s. "The word homosexual was never used," he remembered. "They just said, 'He's an artist." American psychiatrists, too, described men suspected of homosexuality as "aesthetic in temperament." Thus when Mizer adopted this language, praising Quaintance for his "neo-aestheticism" and imagining his audience as "the limited aesthetic group," he was signaling to and helping to construct a distinct gay identity among his readers.

"THE TV SHOW THAT MADE AMERICA GASP!"

Physique Pictorial's increasing circulation came with its own risks. Its presence on Los Angeles newsstands soon caught the attention of Paul Coates, a conservative columnist for the afternoon tabloid the Los Ange- les Mirror, known for exposing what he considered to be the seamier side of life in Southern California – prostitutes, repo men, drug addicts, and shoplifters. In 1954 Coates used his local television program Confidential File on KTTV to alert his audience to the "unpleasant fact" of homosexuality in Los Angeles. It was the first prime-time television program to broach the topic and helped propel Coates's show into national syndication. Coates featured footage of a Mattachine Society meeting with well-dressed men and women drinking coffee and eating cookies. He also gave his audience a glimpse inside a gay bar. But he ended the show by holding up a copy of Physique Pictorial as a shocking example on city newsstands of the publications catering to homosexuals. According to one tabloid, it was "the TV show that made America gasp!" Working closely with the local Parent Teacher Association (PTA), Coates couched his programming as a crusade to warn families of the dangers homosexuals posed to children. He followed up with three newspaper columns devoted exclusively to the presence of gay maga-zines on the city's newsstands. Although concerned about the homophile magazine ONE, which billed itself as "The Homosexual Magazine," he noted that its editors at least made an effort to avoid the lurid. Physique Pictorial, however, was "thinly veiled pornography" that appealed to sex criminals and sadists. Coates claimed that this "Esquire for men who wish they weren't" featured images of men in chains being beaten and stabbed – a sensational reading of Mizer's photographs with swords and chains as props. He highlighted the case of one of Mizer's teenage models from Muscle Beach-an active church member engaged to be married, he noted-who complained of unwanted homosexual solicitations after his photo appeared in Physique Pictorial. There were dozens of such dangerous photographers, Coates warned. "It's big business in our town."

Leveraging his connections to the powerful Chandler media family, Coates orchestrated an all-out assault on Mizer's business. After Coates's columns appeared, a phalanx of local government officials descended on Mizer's business. Police began to intimidate newsstands where his magazine appeared. City regulators inspected his home, and health officials tested his pet monkeys for diseases. The former model featured in Coates's column sued Mizer for invasion of privacy.

Most ominously, the story brought a plainclothes Los Angeles Police Department vice officer to his door asking to buy nudes. Mizer demurred, offering him only his usual catalogs of men in posing straps. Undeterred, Detective Philip Barnes asked who of the many other photographers featured in his magazine might offer nudes. Mizer again demurred, but Barnes had already visited the studio of Lyle Frisby, a young, up-and-coming Mizer protégé whose images Mizer often included in his magazine. More accommodating, Frisby sold him "inked" nude photos, where the posing straps could be easily rubbed off.

Coates proudly covered the sting operation in a subsequent column. To again sensationalize the threat posed to children, he noted ominously that Frisby's Los Angeles studio was located just 250 yards from an elementary school. Both Frisby and Mizer were promptly arrested for possessing and distributing lewd photographs – a violation of the Los Angeles municipal code allowing Coates's newspaper series to end on a note of civic triumph.

Frisby was easily convicted and spent time in prison. The prosecution of Mizer, however, was more complicated, since the focus of the charge was "aiding and abetting" the sale of lewd pictures. Detective Barnes testified that Mizer told him he could obtain nudes from any of his advertisers, but he failed to note this in his initial report. Mizer denied the claim, testifying that he told detective Barnes that nudes were illegal and unavailable in Los Angeles and that he personally advised all photographers not to deal in nudes. Either way, there was little evidence to link Mizer directly with Frisby's nude photos. Seeing the weakness of the "aiding and abetting" argument, the prosecutor argued that Mizer's own photos were obscene because they displayed both "scenes of brutality and torture" and "the uncovered rump." Mizer's lawyer, Herbert Selwyn from the ACLU, argued that Mizer's posing-strap images were no more lewd than those in classical statuary or in movies such as Garden of Eden, a film set in a nudist colony then screening in area theaters. He called it "the first uncovered rump case" in memory.

But as in almost all trials of physique photographers, the real issue was less the explicitness of the photos than the sexual orientation of their audience. Displaying his real concern, the judge told Selwyn, "These are nothing but pin-up pictures for homosexuals." To feed the judge's suspicions, the prosecutor displayed a copy of Confidential mag- azine at trial with the blaring headline "America on Guard! Homosexuals, Inc." Trying to further associate Mizer with the homosexual cause, he concluded his cross-examination by asking, "Do you also publish the magazine known as ONE?" The judge sustained Selwyn's objection but enjoyed a "hearty chuckle." He found Mizer guilty and sentenced him to ninety days in prison.

Mizer appealed his conviction, telling Kinsey he was willing to put a substantial dent in his bank account and solicit help from nudist and other groups. He convinced a British magazine to publicize the case. "It is odd that when I am one of the few physique photographers who does not deal in nudes that I should be picked out as the one who must fight for their legality," he complained to Kinsey, who thought he was singled out because of the size of his business. Mizer was the aggressive entrepreneur who took the physique business from the back pages of fitness magazines to the cover of his own magazine, openly challenging postal inspectors. Predictably, Mizer's conviction was overturned on appeal. "You have done very well to stand up for your legal rights," Kinsey congratulated him. But Mizer, concerned about the effect such news might have on the field of physique photography, did not gloat. "I am keeping news of our victory quiet because I think some of the photographers in our field need a bit of a deterrent to keep them in line."

Mizer and Barnes squared off again a year later, this time in a televised congressional hearing. Mizer and Frisby became fodder for Senator Estes Kefauver's traveling hearings on the alleged problem of juvenile delinquency in America, part of his bid to enhance his presidential aspirations. Kefauver got Benjamin Karpman, the chief psychotherapist at St. Elizabeths Hospital in Washington, D.C., to testify that exposure to pornography at an early age could turn someone gay. Barnes described how he had confiscated pornographic materials from major national distributors Edward Mishkin and Irving Klaw. Some of the material was on display in posters lining the walls of the hearing room.

"Have you had any occasion to investigate cases wherein the use of male models might be used?" Kefauver asked, a delicate way to invoke homosexual erotica. Barnes outlined the case of Frisby and Mizer, pointing out that Mizer happened to be in the audience. Exaggerating the success of his efforts, he claimed he had confiscated $10,000 worth of materials from Frisby, that both men had been convicted of obscenity, and that Mizer's sentence had been overturned only because of a technicality. He highlighted the danger they posed to the public by noting the proximity of the school and the youth of the models.

Kefauver commended Barnes's efforts and noted what a difficult job he had, given how the courts and the legislatures continually failed to provide the tools he needed. Barnes impressed on the committee the need for a national agency to coordinate the efforts of local law enforcement to stamp out pornography. At the conclusion of the hearing, Senator Kefauver offered anyone who had been named the opportunity to correct inaccuracies. Detective Barnes looked squarely at Mizer, egging him on. Mizer contemplated speaking up but, aware of the presence of journalists and television cameras, decided instead to offer a written statement, his preferred form of communication.

In the pages of Physique Pictorial, Mizer denounced the hearings as "the grossest obscenity of public trust" he had ever witnessed. He accused Barnes of perjuring himself in his claims about Mizer's case. Within a year, however, Mizer enjoyed some schadenfreude when he revealed that Barnes was sent to prison for molesting his stepdaughter. He was also delighted to tell readers that Kefauver's chief counsel, James Bobo, was forced to resign after admitting to hosting private screenings of stag films for a Memphis fraternity. It all reinforced Mizer's conviction that the legal system was corrupt and that those who were most obsessed with fighting prurience were hypocrites.

Like many self-appointed guardians of American morality, Coates viewed both the Mattachine Society and the Athletic Model Guild as threats. But the reactions of the two organizations differed markedly. In 1953 Coates gave the Mattachine Society its first negative press coverage by suggesting that it had ties to communism. Coates's accusation caused a crisis in the organization, which led to the resignation of the original founders, many of whom had been members of the Communist Party USA. The organization was restructured and membership fell off. Historian John D'Emilio called it a "retreat to respectability," a turn away from political activism toward internal self-help tactics.

Coates's assault on Mizer was even more aggressive – involving the Los Angeles Police Department, a powerful U.S. senator, and backstage efforts to influence his obscenity trial – yet Mizer changed his operating procedures only slightly. He decided to tone down the "brutality" aspect of his images, eliminating props such as whips or chains. But on the issue of the "uncovered rump," Mizer stood his ground. "Bob has defied them," Kinsey noted of Mizer's refusal to succumb to a Post Office ultimatum barring nudes seen from behind. He also continued his feisty editorials, despite Kinsey's suggestion that he tone them down. "Certain principles I will not back down on," Mizer defiantly told Kinsey.

Each of Mizer's encounters with law enforcement politicized him, and he, in turn, sought to politicize his readers. To supplement his personal experience, he read widely in popular and scholarly texts on censorship and sought to convey that knowledge to his readers. He noted that those who were opposed to physique magazines were organized into groups such as the National Organization for Decent Literature and had the ear of local and national politicians. He pointed out how local newspapers pressured newsstands and magazine distributors to discontinue all physique magazines. He urged readers to organize. When one reader suggested ignoring the censors, Mizer compared him to the Jews in Germany who "ignored the menace of Hitler."

Putting the issue in the context of human rights, Mizer called for a collective and activist opposition. "The censor is a bully and will back down if we all stand up to him." It was a theme he returned to frequently, asserting that putting one's head in the sand would not make the problem go away. He repeatedly implored customers to join the ACLU. "It's Your America," he reminded readers, and politicians and police were "your servants." He implored readers to write their representatives and local newspapers to defend freedom of expression. Otherwise, he warned, a state-controlled media will emerge that would be the envy of Hitler. According to his alarmist rhetoric, the ACLU was the only thing standing between the status quo and totalitarianism.

Mizer's editorials on censorship even seeped into model descriptions. He described Sonny Star, a lean model lounging by the pool, as being from Fargo, North Dakota, where a federal censorship trial was taking place. He railed against police corruption and governmental injustice so often that readers tired of his many editorials – one counted eight in a thirty-two-page issue and complained of all this "doomsday talk." Many just wanted information on where to purchase forbidden materials.

IRON MAN BETRAYAL

As Physique Pictorial and other physique magazines that emphasized the "aesthetic approach" flourished, they increasingly came into conflict with what Mizer called " 'hard-core' muscle magazines" or "old-school muscle books" that had fallen on hard times. He knew that their harsh critique of new magazines like his had alienated "the great bulk" of their readership. But he still encouraged readers to support these magazines and their veteran writers. "We cannot afford to lose them from the field," he generously noted.60 Mizer had gotten his start through the support of these editors and was not prone to burn bridges.

Mizer had an especially close relationship with Iron Man, founded by weightlifter Peary Rader in Nebraska in 1933. Mizer had contributed enough photographs to be listed as one of Iron Man's "staff photographers" in 1949. Some of Mizer's first catalog advertisements appeared in its back pages, and Rader had even printed the first issue of Physique Pictorial. But under pressure from the Post Office, Rader refused to print subsequent issues. Fearing the loss of his second-class mailing privileges, he then stopped running physique photography advertisements. And in 1956 he published a scathing editorial denouncing the "homosexual element" that had infiltrated bodybuilding and ruined its reputation. He called for a comprehensive "crusade" to clean up the sport, including a ban on nude or G-string photographs, fewer body-building contests, and more manly poses. He attributed the immorality that had seeped into bodybuilding to increasing "commercialism," emphasizing that his concerns were not only moral but also financial. Mizer felt sorry for Iron Man. "I doubt if many copies would be sold to those solely interested in the weightlifting results."

This attack from his former supporter and printer caused Mizer to pen his first editorial on "Homosexuality and Bodybuilding." Claiming to have less familiarity with the subject than the editors of Iron Man and others who seemed so preoccupied with it, Mizer first resorted to a version of the schoolyard taunt, "It takes one to know one." He did so by quoting one of the most famous closeted homosexuals in 1950s America. A London reporter had recently asked Liberace in the midst of a legal struggle with a tabloid that had outed him "Is your sex life normal?" Fully composed, Liberace hastily replied, "Yes, is yours?"

In many ways, Liberace and Mizer were in parallel situations. Both offered the public fairly open representations of gay life, but without the label. But because of their popularity, they had caught the attention of the media and were being tarred with the sin of homosexuality. But Mizer went beyond Liberace's taunt to frame the question in terms of civil rights. "We wonder if really good people show prejudice against any minority group," he wrote, comparing such prejudice to that against a particular religion, race, or political party. This effectively made Peary Rader the one guilty of immorality and repositioned the debate on homosexuality within the realm of minority rights. Most important, he referred readers to the homophile groups Mattachine Society and ONE for more factual information.

Mizer's mailbox must have been full after this unusually frank editorial. He noted that readers clamored for him to reprint letters, demonstrating their desire to connect to each other, to see who else was out there reading Physique Pictorial. Mizer printed only four responses. One called Mizer "naïve" for not realizing that all bodybuilders are in some way homosexual, since they are so obsessed with the male body. Another expressed the opposite view, that such "he-men" could not possibly be sissies. But the most unusual letter came from the mother of four male bodybuilders-three of them married with children, the youngest openly gay. She described his difficult coming-out process, psychiatric consultations, and much anguish. But she then painted the picture of a happy, healthy gay domesticity. "John lives with another young man who shares his interests, both are highly successful in films, are 'accepted' everywhere." She thanked Mizer for his sympathetic attitude.

Mizer could not print any letters from openly gay readers for fear of confirming the concerns of censors. But he gave readers clues that he received many such letters. He noted that many had written in anonymously to "unburden [their] frustrations" and "project [their] own motives to us." Although such personal, confessional letters could not be shared, Mizer assured readers that he would send them to a "psychological research group for study," a probable reference to the Kinsey Institute. While Mizer had to be cautious about the content of his magazine to appease censors, his readers were often more explicit. Mizer considered many of the letters he received to be so salacious or incriminating that he did not want to keep them in his home in the event of a "purge" by authorities.

Art historians have documented the lasting impact that Bob Mizer's physique photography had on Western visual culture, influencing the work of such artists as Francis Bacon, Robert Mapplethorpe, and Andy Warhol. British painter David Hockney famously said, "I came to Los Angeles for two reasons: The first was a photo by Julius Shulman of Case Study House #21, and the other was AMG's Physique Pictorial." Dozens of high-end coffee table books attest to the lasting appeal of the artistic vision of Bob Mizer and his fellow gay physique photographers. But Mizer's business model was as generative as his photography. His business acted as a key catalyst for a gay consumer culture network, encouraging and popularizing many other gay mail-order businesses.

Although often portrayed as something of a bumbling loner, Mizer was at the center of an increasingly sophisticated gay network and came to be a leader of an effort to unite and defend the rights of gay men. It was a dream shared with early gay activist Manuel boy Frank, who, through his involvement in an early underground gay pen-pal club, had seen the potential power in gay men's interest in physique photography. Mizer, too, had an early sense of the depth of a gay market, through his work with Kovert's studio and his classified advertising in Strength & Health. He also had a great sense of the dangers involved. Each time Mizer had come under attack, he had come back more determined and open about his intentions. Neither the Post Office, nor the local vice police, nor vigilante journalists, nor mainstream muscle magazines deterred him. Over the course of his career he tried various tactics: reasoning with authorities, cautioning his fellow photographers, fanning the flames of outrage, and encouraging collective action. He had been on a crusade since high school to stand up and make the world a better place for his fellow homosexualists, and Physique Pictorial was his vehicle.

Mizer saw Alfred Kinsey as a hero and collaborator in this crusade because he saw Kinsey's scientific work as a vehicle for increasing tolerance. "One of the greatest values of your present work will be to allow at least the ones who read it to realize they are not uniquely perverse because of either their overt or desired behavior," he wrote to Kinsey. "Many a man will be able to hold his head a little higher and square back his shoulders and know he is not disgustingly 'abnormal' merely because he is gifted with more healthy, vital sex powers than his sanctimonious moral condemner." But what Mizer wrote so admiringly of Kinsey also applied to his own life's work. Mizer took inspiration from his academic friend and advisor, offering the same message of healthy normality in a more visually accessible format, reaching a much wider audience. He provided images to substantiate Kinsey's scientific treatise.

Like his mentor, Mizer was something of a workaholic, shooting still or moving film nearly every day of his life. But his ambitions were not monetary. Although by the end of his life he had expanded his home-studio property in Los Angeles to include several adjoining homes and a pool, it was never lavish. It became a sort of dormitory or homeless shelter for wayward models. Friends remember him in later years wearing glasses held together with tape and string. After his death in 1992, friends found hundreds of thousands of dollars in cash stuffed in film cans-proceeds never invested, or given much thought. Mizer's ambitions had not changed from the time he was in high school. He took pride in knowing his readers considered the arrival of his magazine like "a visit from an old friend." And since that old friend "always brings new friends with him," he hoped it offered his readers the sense that they were part of a large, welcoming community similar to the one he had discovered in Pershing Square. As he told his readers, he hoped all who read his magazine carefully – who "take the trouble to study" it – would take away a message of "hope and inspiration."

Hope was the message that Noel Gillespie found in Physique Pictorial when he discovered it as a teenager. He remembered it as "a gay-oriented oasis" in a Cold War desert of prudery and macho conformity. He considered Mizer less a salesman than "an old friend and confidante" because of all his "chatty remarks" among the model images. Gillespie praised Mizer's editorials on the "anti-nudity, anti-gay, anti-free speech attitudes" of the period. He recalls how he eagerly antici- pated each new issue for both Mizer's "latest fresh-faced discoveries and his candid and for the period, courageous commentaries." Beyond this special bond with Mizer, he also felt linked to his fellow subscribers through their occasional letters to the editor, which he thought made Physique Pictorial "more a friendly resource than a mere sales catalogue."

Hope was exactly the message that a young David Hurles understood when he encountered Physique Pictorial on newsstands in Cincinnati in 1957. "I came face to face with the awesome and wonderful knowledge of a place somewhere different from any place I yet knew," Hurles later wrote. He remembered following Mizer's exploits closely, noticing when he put in a swimming pool in 1956. "His pictures, magazines and films turned us on. But more than that, they gave us hope," Hurles eulogized at the time of Mizer's death in 1992. Hurles later became a Mizer protégé and went on to produce his own magazine. "Bob revealed the evidence which made us certain that what we desired and needed did, in fact, exist."

-- from David K. Johnson's Buying Gay.

#bob mizer #long post

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