The plain man is the basic clod
From which we grow the demi-god:
And in the average man is curled
The hero stuff that rules the world!
These powerful words by Sam Walter Foss keynote the purpose of Demi-Gods. While Muscle Builder and Mr. America bring to Mr. Foss’ “basic clod” the technical side of bodybuilding, we believe that a physique pictorial such as Demi-Gods will better serve to focus in his mind’s eye the type of muscular ideal possible to a man of his specific bone structure and height. And what a wealth of physique ideals we shall present! Here in Demi-Gods the “average man” of Mr. Foss’ lines will discover outstanding young bodybuilders of his own physique type who will inspire him to heights of muscular greatness. Whether he is by nature the Herculean, Davidean or Apollonian type, he will find in Demi-Gods those who have made the most of their physical heritage . . . demi-gods who have reached the pinnacle of physique fame, each in his own way, and symmetrically, in accordance with his natural gifts and limitations. With the availability of bodybuilding techniques taught so brilliantly in Muscle Builder and Mr. America magazines — with the assurance that in every man are godlike possibilities of which he may be presently unaware — and with pictorial inspiration ever before him in Demi-Gods, he holds the key to muscular greatness. In such a man, as Mr. Foss tells us, “is curled the hero stuff that rules the world.”
We welcome the opportunity of pointing the way.