Adam & Eve Power

Leathery, wire-haired Bernarr ("Body Love") Macfadden ran for governor of Florida and got married for the third time at 79, celebrated his 81st birthday last August by making his first parachute jump. Last week Publisher Macfadden flickered dimly in the publishing sky in which he once flared like a comet.

True Story, Liberty and the New York Evening Graphic (better known as the "porno-Graphic") had slipped from his aging grasp long ago. But for 50 years, Health Cultist Macfadden has remained as devoted to New Physical Culture, his first & last magazine, as he is to buttermilk, raw carrots and cottage cheese salad. Deep in the red, the gaudy bimonthly has done little to deserve his affection. More than 250,000 readers have paid $60 a set for Macfadden's Encyclopedia of Health and Physical Culture, an eight-volume guide to diet, disease and happy sex relations. Only 88,000--by his own count--pay 25-c- a copy for Physical Culture, which purveys similar Macfaddist notions about "Adam & Eve Power."

In a bid for the women readers who have never cottoned to Physical Culture's Superman approach, Macfadden rechristened the magazine Bernarr Macfadden Health Review. Its new policy: "Not merely muscles, but health-." Future issues would feature such woman-angled articles as "How You Can Have Better Legs," "Six Crises in a Woman's Life" and "Exercises in Bed."

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