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Muscle Sport Magazine

Magazine Covers Passing on Mr. Olympia, Dexter Jackson

New Champ Not ‘Sexy’ Enough for Sales

Business is business. The cold, harsh reality is that Dexter Jackson is not the type of person that makes someone grab a magazine off the newsstand and plunk down their $4.00 or more for it. No offense towards the newly-crowned Mr. Olympia, but he was basically not controversial enough to warrant any good (or bad, depending on which way you’re looking at it) press. Thus, he didn’t warrant any covers in the world of bodybuilding magazines.

For right or wrong, Jackson is too ‘vanilla’ and this industry survives and strives by the ‘wow’ factor, which Jackson doesn’t bring. Is he a champion bodybuilder that deserves cover features? Absolutely, but a publisher has to look at the bottom line. The main selling point of print industry is the cover and headline. Why do you think piece of shit rags like the New York Post and the National Enquirer have made such an impact?

Jay Cutler brought an air of controversy with him due to the blocky look that attracted so much criticism. Was he a great champion? That is debatable, but he was and still is a face and body that sells. Like him or not, Cutler’s popularity cannot be disputed.

Perusing the newsstand shelves and the covers of the latest bodybuilding mags, ‘Muscular Development’ has Dennis Wolf; ‘Flex’ gives us a UFC-theme with Randy Couture and Brock Lesnar; ‘Muscle & Fitness’ stayed in the octagon with Frank Mir; ‘Iron Man’ has a faceless bodybuilder and ‘MuscleMag International’ shows Johnnie Jackson with a sub-heading of “Who Got Robbed at the Mr. Olympia?” Interesting indeed.

As far as Wolf is concerned, he may be the most overrated bodybuilder of today’s era. Because so many people try to compare him to Arnold, he receives a hell of a lot of attention that he really doesn’t deserve. Jackson is a decent guy, but an odd choice for a cover and not one that would make a difference as far as star power is concerned. Oddly enough, his name doesn’t even appear on the cover. The UFC angle is something that is a good cross-over market, but to have not one, but two publications from the same company go in that direction is a bit odd. There must be more to the story or at least some type of agreement in place.

So, there are many reasons why our new Mr. O is getting pushed to the back pages of even his own industry publications. And that is a shame, indeed.

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