Peter McGough's "When Enough Is Enough"

[Musclepapa John]

SETTING THE RECORD STRAIGHT
"When Enough Is Enough"

Written by: Peter McGough, FLEX Editorial Director

Over the past four years Muscular Development has consistently gone out of its way to malign Weider Publications, casting doubts on our financial status and spreading all sorts of doom-and-gloom about our future. MD has also taken it upon itself to attack, in a very personal way, the head of the IFBB, Ben Weider; Joe Weider’s Olympia Weekend; and individuals within our organization.

As the undisputed, ABC-audited leader of all bodybuilding publications, we at Weider/AMI have gone about our business of producing first-rate titles, as we have for more than 65 years. We have never bragged or boasted about our position within our industry. Moreover, we’ve never responded to the provocations of MD, until now.

The final straw for me has now come with an attack they mounted on my boss David Pecker, Chairman and CEO of AMI/Weider Publications in their September '06 issue. In The Romano Factor, senior editor John Romano recounts a lunch meeting that took place in July 2005 between David Pecker and MD publisher Steve Blechman in New York. The article adopts a mealy-mouthed and seedy tone (surprise, surprise) in its portrayal of David Pecker as some latter-day Captain Bligh and Steve Blechman as a wide-eyed innocent, there only as a goodwill ambassador of bodybuilding. Steve, he the magnanimous would-be savior of the sport, receives short shrift in a gross piece of garbage that is pulp fiction at its worst.

Also attending that lunch was Kevin Hyson, chief marketing officer for AMI and a colleague of 20 years’ standing with David Pecker. I asked Kevin about his recollections of that lunch. He forwarded me the following.

]“As the ‘unnamed marketing guy’ in John Romano’s article about the infamous lunch between my boss, David Pecker of American Media Inc. and his boss, Steve Blechman of Muscular Development, I welcome the opportunity to set the record straight. I was actually at the lunch that took place in July 2005 and I didn’t see Mr. Romano anywhere in the restaurant. His version of what went on is Steve Blechman’s version of what went on. Here’s mine, which I witnessed with my own eyes and ears:

First off, I am six-four, weigh about 235 pounds and am in relatively decent shape for a 54 year old from doing 25-plus years of weight training. So while I naturally enjoy a good meal, I don’t remember, as Romano alleges, “eyeing the plates like I just got rescued from a deserted island.” I do remember wondering if Mr. Blechman might need a booster seat to reach the table.

But my real reason for setting the record straight is not to defend my appetite or offend Mr. Blechman. It’s to fill in important conversation missing from Mr. Romano’s narrative.

Steve began the meeting by questioning David’s commitment to bodybuilding — this was right after David had announced that the 2005 Mr. Olympia would have more prize money for the athletes than ever before. Next, Steve asked a number of pointed questions about how FLEX was doing, questions that David answered openly and honestly. However, when David asked Steve for the same insight into Muscular Development, Steve refused to divulge anything without a confidentiality agreement. So much for openness and honesty.

What I found particularly interesting was that while David had no problem talking about the circulation of FLEX (probably because it is audited by Audit Bureau of Circulation and is a matter of public record), Steve was very evasive about Muscular Development’s (probably because it is not audited and is therefore not a matter of public record).

That first mention of the confidentiality agreement was not, as Mr. Romano writes, when David “threw down his napkin” and stormed out. The conversation actually continued in a calm manner with Steve telling David how he got into the business.

What caused David to get angry was when Steve made disparaging remarks about FLEX Editor-In-Chief Peter McGough and the quality of FLEX editorially and the magazine overall. Steve then said he was interested in buying FLEX and David said ‘why don’t I buy MD’. When Steve again refused to divulge any MD information, David had about had it and lunch was over.

There’s no question that David was angry and that we left the restaurant well before the meal’s end. There is also no question that based on Steve’s comments about Peter and FLEX and his continued refusal to be upfront about MD’s performance, there was nothing left to say.

Finally, Mr. Romano said that I when I left I looked like I wished I’d gotten a doggie bag. Funny he should mention doggie bags. My office is right across the street from the restaurant and when I returned to it, I looked out the window. I saw Mr. and Mrs. Blechman getting into their white stretch limo with, you guessed it, a very large doggie bag – one that looked big enough to contain four uneaten lunches.”

That Blechman, whose title has circulation numbers of about 30,000 at best, would adopt such a clumsy unprofessional manner in his meeting with David Pecker, who oversees a group of titles with circulation numbers in the millions, and then be party to concocting a ludicrous account of that lunch meeting, defies reason, but is not surprising for observers of the usual lowbrow train wreck that is MD.

Editorially, they have gone in more diverse directions than Dolly Parton’s main assets in a raging wind tunnel. From being renamed All Natural Muscular Development in the late ’90s and proclaiming that they would not accept ads featuring anyone who they judged had taken steroids — you should know that Romano openly boasts about his continued steroid use almost as if it is a badge of honor — the magazine has morphed 180 degrees into a pro-drugs, sleazy rag that, at its heart, undermines the physical accomplishments of the very bodybuilders it attempts to profile.

In his September column, Romano expresses wonderment as to why David Pecker would not consider selling his titles to Steve Blechman. “What? Blechman’s money isn’t green enough for Pecker?” he muses. Hardly, John. Here’s the deal, since you asked.

David Pecker has a wide and deep understanding of publishing at a level that would leave Blechman’s overly coiffured head spinning. As David sees it, the Weider magazines represent a near 70-year investment in the bodybuilding and fitness industry. To his sensibilities, Joe and Ben [Weider] and all the staff members who have been with the titles have worked too hard, pouring their life’s blood into them, for him to even consider selling them to someone like Blechman, who would promptly run them into the ground. It would be like selling a Ferrari to a 15 year old on a learner’s permit.

Did it bug me that the MD crew attacked David Pecker? You bet. He defended me against Blechman’s rantings to the point that he felt compelled to leave the room. That’s what I call loyalty. For his pains, David then has to put up with Romano (somewhere a village is minus a traditional fixture) penning yet another nomination for a Pulitzer fiction prize. I respect and pay back loyalty. So I’m going to bat for my boss. In my four-year association with him, I have found him to be fair and determined and completely involved in what we do. This past year (due to taking over the reins at Muscle & Fitness and Muscle & Fitness Hers, in addition to FLEX), I have worked even more closely with him and he has given me all the support, counsel and reward an Editor-in-Chief can hope for in a boss. He didn’t deserve the outrageous portrayal that MD presented of him. A portrayal seemingly motivated by spite and a “Look Ma, I just threw my pacifier on the floor … again” mentality. I say all the preceding with complete sincerity. I’ve never been renowned as a butt-kisser and — just as Blechman & Co., are past the point of cultivating fair reporting and ethics — I’m too old to learn now.

David Pecker showed his commitment to bodybuilding by his stewardship of the Weider titles (which are enjoying their best revenue year ever) and by buying a half share in the Olympia Weekend and driving the prize money up each year. In 2003 (the year before AMI’s involvement) the prize money was $530,000; this year it is $725,000, a colossal rise of 37%.

The MD cabal has consistently and maliciously derided the Olympia Weekend, to the point of even lamenting they have to put up with what they depict as a chore. Well, here’s some good news, guys. You don’t have to suffer through this year’s Olympia Weekend because no press passes will be approved for any MD staff. Have a great September 29/30 weekend. We hear on that very weekend that the Disney Channel are running a Mickey Mouse marathon, so if you’re really attentive you may pick up some tips on how to upgrade your operation to that level. Given its track record, we fully expect MD to go tit-for-tat in response to their Olympia exclusion. So go ahead you self-styled crusaders for bodybuilding, ban us from your contest. Oh, wait; Blechman’s commitment to the sport doesn’t extend to that level.

And on that point, Steve, besides a magazine that glorifies drug abuse, slogs through details of sex and excretory acts and whines like a petulant child, just what is your contribution to bodybuilding? We look forward to your response, or Romano’s, since it’s quite clear you prefer not to fight your own battles."

[Musclepapa John]

With how things have changed over the years and McGough heading MD as senior editor I'm curious if his perception of who writes the checks has changed?

[Sandpig]

Funny now that McGough runs MD it's going really down the tubes.

[davidcua]

Ahah I enjoyed this post ! Now I imagine Dave imitating Steve Blechman's voice! Priceless

[Musclepapa John]

"That Blechman, whose title has circulation numbers of about 30,000 at best, would adopt such a clumsy unprofessional manner in his meeting with David Pecker, who oversees a group of titles with circulation numbers in the millions, and then be party to concocting a ludicrous account of that lunch meeting, defies reason, but is not surprising for observers of the usual lowbrow train wreck that is MD."

I wonder what nuggets of wisdom Peter has provided MD considering his former position as editor of Flex and being privy to the techniques of that title. Maybe the dramatic page reductions per issue recently were accompanied by a ramping up in distributed copies? Dropping the Rambling Freak feature, more movie stars replacing bodybuilders in the title, etc?

"To his sensibilities, Joe and Ben [Weider] and all the staff members who have been with the titles have worked too hard, pouring their life’s blood into them, for him to even consider selling them to someone like Blechman, who would promptly run them into the ground. It would be like selling a Ferrari to a 15 year old on a learner’s permit."

In the above statement Peter points directly to Blechman as the problem at the magazine and lambasts him as a publisher.

Steve, besides a magazine that glorifies drug abuse, slogs through details of sex and excretory acts and whines like a petulant child, just what is your contribution to bodybuilding?

I chuckle sometimes when Peter nicely comments to Mike Coxx on their forums noting Mikes' avatars of porn stars causes him some discomfort, but seems Peter is doing his best to go along and fit into the culture there. I wonder if his perceptions have changed regarding Blechman's contribution to bodybuilding since taking his position?

In the journalism biz when a writer states something that's later determined to be in error there is a retraction or correction. I've not seen one from Peter regarding any of this.

[PeterCas]

How easily one's opinion can change when their lively hood is at stake.

Not sure what to think about Blechman for hiring McGough...

[Curt James]

How easily one's opinion can change when their lively hood is at stake.

Not sure what to think about Blechman for hiring McGough...

Imagine being Blechman. Which would give you more pleasure, seeing an antagonist penniless and unemployed or beholding to you for your paycheck?

Regardless of that petty scenario, McGough is a top journalist covering the sport. Who does it better? There are fewer than ten people I can think of on his level. A great investment whether he's talked #### about you or not.

[Ibarramedia]

What is the point of bringing up this thing? It happened almost 10 years ago. Things have changed. In the NFL and NBA head coaches and coaching staffs change. In Business, the same thing. You will work for a competitor someday. That's life.

[Musclepapa John]

What is the point of bringing up this thing? It happened almost 10 years ago. Things have changed. In the NFL and NBA head coaches and coaching staffs change. In Business, the same thing. You will work for a competitor someday. That's life.

Having done contract work for them its of strong personal interest to me, which is why I bring it up in light of leaving for being told I was disloyal and considering the last two NPC National Championships with Peter at MD making remarks (along with others) about the lineups being weak in the current era. He likewise has been critical of major judging decisions claiming they were wrong in Brazil, stated his disdain for the bikini division in posts there and is party to a magazine and publisher that to date he has I believe written more directly negative about than positive. Indeed, one may work for a "competitor" as stated or for someone that you even have disdain for. As for the time that's passed whether it be one year, ten or one hundred I think that's the record as it stands as stated above. This came to mind yesterday after watching Mad Max's video with Romano's reconciliatory tone toward the NPC & IFBB and its principles. While he stated he buried the hatchet I'm curious if they have with regard to him regardless of his wife's placings. This is very much a business of relationships. I work in it full-time, but primarily for individual athlete clients thank goodness. If I had to bank on a future dependent on a paycheck from one of these companies in this ever changing market I'd chew my nails to the quick. On that note there was a shift today I suppose at Flex with Robbie Durrand (formerly of MD)their former online & then print editor now announcing his move on Facebook to Infinite Labs. Where is the loyalty these days

[Musclepapa John]

Regardless of that petty scenario, McGough is a top journalist covering the sport. Who does it better?

Isn't most of what he writes from his notes about the old days? Yes he does reports on current shows and athletes but I sense its more from the vantage point of a bodybuilding commentator & historian versus a bodybuilding sports entertainment guy, which is I think what the market demands these days. Who all has he interviewed with quotations in the last year?
Journalism I don't think is the right word for what we do in sports. That's the stuff the local beat guy does and the people in the White House Press Corp. I'm a longtime critic of sports getting airtime in local news as sports is entertainment and you as a "reporter" don't get in the locker room of the NFL, MLB, etc if you report on the players hanging out in the VIP section with half a dozen strippers on Saturday night before the game and worse. Thus, we in what I call sports entertainment are more about promoting the sport and building up sales of NPC membership cards, encouraging attendance at events, promoting the sponsors & vendors than doing "journalism" IMHO.

[Curt James]

Isn't most of what he writes from his notes about the old days? Yes he does reports on current shows and athletes but I sense its more from the vantage point of a bodybuilding commentator & historian versus a bodybuilding sports entertainment guy, which is I think what the market demands these days. Who all has he interviewed with quotations in the last year?
Journalism I don't think is the right word for what we do in sports. That's the stuff the local beat guy does and the people in the White House Press Corp. I'm a longtime critic of sports getting airtime in local news as sports is entertainment and you as a "reporter" don't get in the locker room of the NFL, MLB, etc if you report on the players hanging out in the VIP section with half a dozen strippers on Saturday night before the game and worse. Thus, we in what I call sports entertainment are more about promoting the sport and building up sales of NPC membership cards, encouraging attendance at events, promoting the sponsors & vendors than doing "journalism" IMHO.

He's a reporter. He's a journalist. He's a human being who is employed.

So, whether his change of heart is genuine because, hey, a guy can change his mind... or manufactured due to his new cubicle, I don't really care.

I love your work. I'm glad you're here.

But pointing out McGough's apparent inconsistencies seems like a waste of time. What does it accomplish? What's your goal? Your desire to somehow set the record straight? :-/

[PeterCas]

Imagine being Blechman. Which would give you more pleasure, seeing an antagonist penniless and unemployed or beholding to you for your paycheck?

Regardless of that petty scenario, McGough is a top journalist covering the sport. Who does it better? There are fewer than ten people I can think of on his level. A great investment whether he's talked #### about you or not.

Agreed. McGough is a good writer and back when I did read magazines- I enjoyed his writing.

[Curt James]

(snip) I love your work. I'm glad you're here. (snip)

[Curt James]

Agreed. McGough is a good writer and back when I did read magazines- I enjoyed his writing.

The last time I subscribed to Flex I was paying $.99 or $1.99 per issue online. I subbed to MuscleMag and they took my money but then replaced the issues with a Crossfit magazine. And tonight I paged through an issue of MD at the newsstand in the local grocery store and was surprised to see how the magazine had shrunk. Is it smaller in size as well as being, what, half or a third of the previous size. I remember MD being a phonebook. This was a tiny digest thing but still on sale for $6.99.

Gtfo. Is it available online for a buck? Because I'm not dropping seven bucks for that abbreviated, truncated, stripped down version of a bodybuilding magazine. No way.

[PeterCas]

The last time I subscribed to Flex I was paying $.99 or $1.99 per issue online. I subbed to MuscleMag and they took my money but then replaced the issues with a Crossfit magazine. And tonight I paged through an issue of MD at the newsstand in the local grocery store and was surprised to see how the magazine had shrunk. Is it smaller in size as well as being, what, half or a third of the previous size. I remember MD being a phonebook. This was a tiny digest thing but still on sale for $6.99.

Gtfo. Is it available online for a buck? Because I'm not dropping seven bucks for that abbreviated, truncated, stripped down version of a bodybuilding magazine. No way.

I haven't picked up a mag in the last 5 years...but when I did read mags, I was a fanatic.
I've been listening to heavy muscle radio and have heard what Dave has been saying about how the mags are shrinking. I think we all knew that was coming...but for guys that grew up with mags, it's a little sad. End of an era.