What is old becomes new again…mostly

Husband Bill gave me a 1940 magazine that he found in a box of items from a departed relative. I thought it might be fun to poke through Physical Culture. Not only was it fun, but also interesting. It turns out that the publisher, Bernarr Macfadden (1868-1955) shown above posing as Michelangelo’s David, was a forerunner of famous health coach Jack LaLanne.
As you can see the cover (obviously, before the “Me-too” movement), promoted an article entitled “Sex Appeal and Business Success”. The photos accompanying that article show a woman who, after getting her appearance and posture improved, was sexy enough to land a job as a secretary! The magazine also predated women becoming CEO’s and even “Rosie the Riveter”.
Many of Bernarr’s health ideas were more enlightened:
- He was opposed to over-medication and, not surprisingly, was bashed by the medical community.
- He advised against eating processed foods such as white bread which Wikipedia quotes him as calling “the staff of death”.
- One of his articles, smartly entitled “You are what you eat” advised readers to “Eat only when you are hungry.”
- Celebrated author and nutrition pioneer, Carlton Fredericks, contributed an article. It discussed thyroid trouble due to low iodine levels in the “goiter belt” which is around the Great Lakes, Appalachia, and Northwestern U.S. and in most of Canada. (Goiter is an enlarged thyroid due to low iodine. Iodized salt helped with that, but we are now told to avoid salt. And the substitution of iodine’s competitor, bromine, instead of iodine in bread makes matters worse. Still a problem.)
- Carlton Fredericks also notes that the Department of Agriculture was lamenting the depletion of minerals in the soil and the resulting depletion of minerals in our food. [Remember, this was 1940! Every test since has shown even more nutrient depletion in our food.]
- Macfadden thought that fasting helped strengthen us. This is a brand “new” popular idea now—especially noteworthy is intermittent fasting. That is a practice where you restrict your eating to an 8-10 period during a day.
- The magazine sponsored a walking club. He was right about that need 78 years ago!
- He thought that sexual intercourse was good for us. That was an idea not supported by doctors at the time. He must have had a lot of that kind of energy because he was married 4 times.
Mr. Macfadden wrote over 100 books, had many successful business ventures besides publishing, and lived to age 87. So, it seems at least some of his ideas must have worked.
However, his extreme stance against mainstream medicine proved to be his undoing. Because he refused medical treatment for a urinary tract infection, he needlessly died from it.
Advertising in the magazine:
“Be a nurse. Make $25-$35 a week!”
Kellogg’s All-Bran cereal had big print on the front calling it “A Natural Laxative Cereal”. The box front also proudly proclaimed “with sugar, salt and malt flavoring.”
For prostate sufferers, there was advertising for a scary-looking use-at-home device called an “oscillatherm” that provided heat, massage and dilation. Ouch.













I am very fussy from whence I get my health news because there is a lot of nonsense floating around…too often even in medical journals. (You might want to read my post on



