Charles Atlas was more of a household name, but Joe Bonomo was my favorite of the 20th century physical fitness, life guru types. In many ways they were ahead of their time, and pre-saged the mainstreaming of our obsession with self.
Self-improvement. Self-achievement. This guy lived the talk.
The son of a Coney Island salt-water taffy maker, he won a "Modern Apollo" contest at a young age with his physique, and parlayed that into a career as a movie stuntman and stongman, and later a publisher of a series of How To books. Too bad he didn't live long enough to become the Governor of California!
I found an original box set of these tiny books in their golden case at a flea market years ago.
This one has come in handy in my middle age. My "golden forties", soon history, have been "rich years" indeed.
Imagine that a book on how to gain weight. Definitely wouldn't sell very many copies these days.
Posted by: margaret oomen | February 13, 2009 at 05:23 AM
Isn't the weight gain books
more about building muscle
and not fat?
I have a brother buildt like
Joe Bonomo.
We use to watch Jack LaLanne
when I was a teen.
God Bless You and Yours!!!
Posted by: Flassie | February 13, 2009 at 09:41 AM
You found a treasure! I'm crazy for the cover graphics on these books. Did Bonomo do his own illustrations and photographs?
I missed my opportunity for make-up hints for the first wrinkle...
Posted by: dutchbaby | February 13, 2009 at 01:16 PM
I might have to borrow that first one from you, as this summer it's the big four-oh for me, and becoming lovelier sounds like a great idea. I love these covers... they really cracked me up! The weight gain cover would make a great bathroom poster, it would be very funny to look at while weighing in!
Posted by: Maiz | February 13, 2009 at 03:11 PM
Maiz I like how you put the Oh in Four-oh!
I also like your idea of using the weight
gain cover as a bathroom poster.
God Bless You and Yours!!!
Posted by: Flassie | February 14, 2009 at 10:51 PM
no mustaches, please and while we are at it, no "soul patches", goatees, combovers, or sideburns.I am however in favor of disguises and fake identities. Also fake accents and escorting older wealthy women
Posted by: Marguerite Horberg | February 15, 2009 at 04:27 PM
Wow, those books look fantastic! I am particularly curious as to the content in the last one - a more successful personality! I know a lot of people who could benefit from that, myself included.
Posted by: AmandaMay | February 16, 2009 at 07:29 PM
Charles Atlas is a registered trademark of Charles Atlas, Ltd. 2009 All Rights Reserved. www.charlesatlas.com
Posted by: c | April 09, 2009 at 11:38 AM