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Muscle Media 2000 and Bill Phillips

L

Loths

New member
Does anyone know exactly what (WHY) happened to Muscle media. If I am not mistaking, it was the first succesfull main stream magazine that cover the real issues about steriods. It was popular at one time... Huge... in some circles.. then the magazine changed became more of a natural fitness, and then ... died.

The Guru-Duchaine-also died. Was there a conspiracy? Any info?
 
Bill Phillips went legit or mainstream, "Body for Life," basically cashing in on the fat loss market in the USA and laughing all the way to the bank, I'm sure. He gave up on the niche market and esoteric world of bb'ers and aas as a target audience it would seem.
 
Yep! The mag went to shit after Bill sold out

EAS products (used to be my favorite) They changed the taste & gave the jugs a new look.

Best thing they ever did,because i discovered Muscle Milk the best damn tasting protein drink ever!


RADAR
 
I still have some of the original MM2K mags back when it was the shit.... Like RADAR they used to be my favorite supps too, but then everything changed when he sold out to make more $$. Guess he didnt have enough of it already.
His mag just became a HUGE EAS advertisement and they were charging top dollar for their supps.
Im STILL trying to get rid of my stockpile of Myoplex..... LOL
 
muscleup said:
Cant blame the guy for making his money.
Click to expand...


No i envy anyone who has 2 lamborghini Diablo's parked in their garage.

RADAR
 
that entire magazine was a shill for bill's fitness program, Body for Life or something like that. was unreadable.

gotta hand it to bill for his success in publishing. he had a fitness book that was on the bestseller list for years.
 
Muscle Mag used to be a hardcore mag years ago also. Covered the whole steroid spectrum now that mag isn't worth a shit either. 15 pages of info 240 pages of ads.
 
i heard a a guy once say "bill phillips was a heroin addict" and i said well. hes a rich one , that might have just been a HATER!!!
 
Great magazine. Cutting edge 411 on roids from Duchaine, etc. It was the 1st magazine to open my eyes to the shady side of bodybuilding competition. The magazine kicked ass-but only appealed to a very small cult following of hardcore BB types. It wasn't mainstream enough for mass marketing purposes so Bill made the transition into gearing the mag towards non-juicers. MetRx was Bill's 1st product-along with Dymetadrine 25(ephedrine hcl). A lot of guys will remember MetRX used to be two seperate formulas in cans-MetRX Base and MetRX Plus. Basically one was predominantly protien and the other carbs. Depending on one's needs you'd mix the two together accordingly. After awhile, the single serving packets came out-which seemed to fly off of the shelves. If I seem to remember correctly, Bill paid Beverly International produce the earliest versions of MetRX. But it was Bill's guerilla marketing and infomercial type of advertising in MM2K that is what made him a success.
 
Bill went from underground to mainstream, that should not surprise anyone as the money is in manstream not UG.
 
RADAR said:
No i envy anyone who has 2 lamborghini Diablo's parked in their garage.

RADAR
Click to expand...

How about 2 lamboghini mercialagos? my next door neighbor has 2 of them, I rev up my honda at him when he in the garage, but he just laughs.
 
Beachboy6294 said:
No I meant I envy Big Money Satch with the Lamborghini's parked in his garage!!!
Click to expand...

who said he has lambos? I heard he has a jet airplane and an enzo, but seriously I don't think he ever said that. :evil:
 
Satch has a bicycle i know that for a fact!

and i forget to mention a pair of PF Flyers -they allow you to run faster & jump farther, handy in emergencies!
RADAR
 
BigCracker said:
Great magazine. Cutting edge 411 on roids from Duchaine, etc. It was the 1st magazine to open my eyes to the shady side of bodybuilding competition. The magazine kicked ass-but only appealed to a very small cult following of hardcore BB types. It wasn't mainstream enough for mass marketing purposes so Bill made the transition into gearing the mag towards non-juicers. MetRx was Bill's 1st product-along with Dymetadrine 25(ephedrine hcl). A lot of guys will remember MetRX used to be two seperate formulas in cans-MetRX Base and MetRX Plus. Basically one was predominantly protien and the other carbs. Depending on one's needs you'd mix the two together accordingly. After awhile, the single serving packets came out-which seemed to fly off of the shelves. If I seem to remember correctly, Bill paid Beverly International produce the earliest versions of MetRX. But it was Bill's guerilla marketing and infomercial type of advertising in MM2K that is what made him a success.
Click to expand...

Hate being picky, but I thought
EAS = Bill Phillips
MetRX = A. Scott Connelly
Maybe I am mixed up.
 
clawdad said:
Hate being picky, but I thought
EAS = Bill Phillips
MetRX = A. Scott Connelly
Maybe I am mixed up.
Click to expand...

You're right.


MetRX=originally was A. Scott Conelly and co-owner Bill Phillips-who eventually sold his half of the biz to Conelly. Phillips did this shortly after launching his own EAS line of supps. I believe Bill used Conelly's Dr status to offer credibility to his product (MetRX) and himself as a diet/bodybuilding guru. MetRX when it first came out was primarily marketed to appeal to bodybuilders and AIDS patients looking to slow the wasting effects of their disease.

I used to get underground newsletters from Phillips promoting MetRX as some unique, difficult to find, engineered food that was supposed to increase muscle, burn fat, decrease recovery time, and strengthen the immune system. Sure, these days we all know eating right will do the same thing. But this wasn't always the case. Back in the 80's/early 90's the diet and fitness industry prospered on the deliberately confusing info and lies Joe Weider had pandered to us for years in an effort to sell his lame-o bullshit quality products(simultaneously saying the guys in M&F Mag were natural and steroids will kill anyone that tries them). This was also before the popularity of the internet so the only people that knew shit about nutrition were bookworms that researched it on their own. Even then, most of the 411 out there was quite sub par compared to the info available today.
 
Mr.X said:
who said he has lambos? I heard he has a jet airplane and an enzo, but seriously I don't think he ever said that. :evil:
Click to expand...


I was one of the contestants in Bill's body for life
He was giving away his red Diablo to the winner, he bitched one day that as he was backing out of his garage in the blue one he broke the Rear view mirror
Anyway a long story short about 140,000 signed up and less than 15,000 completed ,i was one of those.

I have a gold plaque and a small trophy plus several EAS supplements.
I Didn't win first place but i won the battle with myself

The winners did not get the lambo as it was traded for 5 EAS logo C5 corvettes to the winners

RADAR
 
The thing is, when MM2K went mainstream it couldn't of sold that much more than prev when it was full os steroid talk as its now been discontinued?
 
RADAR said:
I was one of the contestants in Bill's body for life
He was giving away his red Diablo to the winner, he bitched one day that as he was backing out of his garage in the blue one he broke the Rear view mirror
Anyway a long story short about 140,000 signed up and less than 15,000 completed ,i was one of those.

I have a gold plaque and a small trophy plus several EAS supplements.
I Didn't win first place but i won the battle with myself

The winners did not get the lambo as it was traded for 5 EAS logo C5 corvettes to the winners

RADAR
Click to expand...

I thought it was 10. Isn't this the one where the guy from NYC failed the lie detector test regarding the use of steroids but was let back in?
 
Trickie said:
The thing is, when MM2K went mainstream it couldn't of sold that much more than prev when it was full os steroid talk as its now been discontinued?
Click to expand...
It wasn't the magazine sales that mattered, it was just a marketing tool, but the EAS supplements that made him money.

Here is the formula:
1. Establish yourself as a credible source.
2. Promote yourself as an "outsider" promoting "real" and "useful" information.
3. Use your credibility to establish a supplement line to rape those who fell for your marketing.
 
JavaGuru said:
It wasn't the magazine sales that mattered, it was just a marketing tool, but the EAS supplements that made him money.

Here is the formula:
1. Establish yourself as a credible source.
2. Promote yourself as an "outsider" promoting "real" and "useful" information.
3. Use your credibility to establish a supplement line to rape those who fell for your marketing.
Click to expand...

Absolutely spot-on!!!! This above formula is used in many successful businesses today. Advertisements with before/after pics disguised as news articles seem to do exceptionally well. Cybergenic's early success in the late 80's is a perfect example of this type of marketing(even though their before/after pics were usually altered photos). BP just took it to a whole new level.

My friend actually is BP's marketing consultant. He's the guy that actually designed the Lambo giveaway contest(for a pretty penny if I might add?). After the contest was over, BP was so pleased with his profits he bought my friend a Jaguar S-type as a thank you gift. So you can just imagine how much ching he made off of that promo.
 
Wow... I am not the only one that had an opinion on that Magazine! I remenber how I got "aquainted" with MM2K... at the time I was begining my "Bodybuilding life"... I taught steriod were the "Easy" way out, and the like.. I used to order supplements from a mail order called the Power store... I was into MEtabol Max (go figure).This was a while back! In one of my orders they included a Free MM2K... and there I read my first article about steriod that was not the Typical Bashing and the like. My interest surged, subscribed to the Mag, and was very delighted with it.. until it went Main-stream.. and then just banish.

I have alway wonder what happened... I do beilive that Bill is more than Business Adept, and had it. He manage to merge some of his interest into a money making machine... Is thant a part of the American Dream.

However, rummor always were there that he was presure to lay off. Some even claim that the "industry" pulling him out, with all its influences....

I think that, like everything in life, there are two sides.. Between them there is a great valley of gray, and all that together make a Whole....

May be, like most things, it started with an ideal. Then as it grew , it became more ambicious. As the ambition changed to plan and latter reality, it invaded orther "players" interest... these united and halted the momentun MM2K had generated. This led to compromises and then change. Probably this change was orchestated... slowly and evenly.. it faded.

The true that MM2K brough a change.. a profound change in the industry. The one present at the time saw it consequences... then it faded.. silently... as like some one want it out of history... Just a hand full know about it. That I do find interesting.

Anyways.. those are my thoughs.
 
BBkingpin said:
I thought it was 10. Isn't this the one where the guy from NYC failed the lie detector test regarding the use of steroids but was let back in?
Click to expand...



Thats the one, i didn't realize it was 10. i'll have to go back and look.

RADAR
 
I remember they offered a life time subscript to the mag for like $250. Sure am glad I didn't go for it the mag turned to shit and then stopped printing!!
 
bilter said:
I remember they offered a life time subscript to the mag for like $250. Sure am glad I didn't go for it the mag turned to shit and then stopped printing!!
Click to expand...


That sounds just a bit too much like getting married to me.
 
Can't say that I blame ol' Billy for selling EAS back in 1999. He sold 65% of the company for $245 million!!! Yes...that's NOT a typo...$245 million. That's some serious "big pimpin!"
 
bilter said:
I remember they offered a life time subscript to the mag for like $250. Sure am glad I didn't go for it the mag turned to shit and then stopped printing!!
Click to expand...
Haha! I fell for that, and bought the lifetime subscription, and received the magazine for several years as it slowly declined (I was also an early reader and Met-Rx user back in hte days when it came in two containers, one with a red lid and one with a black lid). Muscle Media is what got me into body building in the early 90's and I have to say it shaped who I am to this day.

Thankfully when they discontinued the magazine, they gave all lifetime subscribers a voucher for $100 worth of EAS products. So my several years of issues only cost $150.
 
Bill actually started his writing by penning the famous "Anabolic Reference Guide", he had a news letter that he used to send out and sell all the new supplements of the time. He was the first one to talk about Creatine and I bought some off of him before anyone I knew ever heard of it. Then about a year or two later he turned his news letter into the Magazine MM2K. The rest is advertising history.
 
RADAR said:
Not to mention his brother Shawn the dude had killer abs

RADAR
Click to expand...
true i remember watching one of those BFL tapes and they had just dieted down for a photo shoot and they went back to their mom's pad for some REAL food, Shawn didn't partake, just stood there and flexed for the camera....i was in awe :p
 
RADAR said:
Thats the one, i didn't realize it was 10. i'll have to go back and look.

RADAR
Click to expand...


It was 10, I have the video of that year's contest because I signed up the next year.

And I'm fixing to sign up for different transformation contest, hehe. I have been plumping myself up nicely to prepare for the big game. Umm, Pizza.

If I do get to the finals, I hope the detection times I looked at are accurate just in case they test me for AAS.

Good-bye Pizza hello Test, EQ, Winny, Clen, T3, Eph, Ldex, blah blah blah.
 
BIG SMT said:
It was 10, I have the video of that year's contest because I signed up the next year.

And I'm fixing to sign up for different transformation contest, hehe. I have been plumping myself up nicely to prepare for the big game. Umm, Pizza.

If I do get to the finals, I hope the detection times I looked at are accurate just in case they test me for AAS.

Good-bye Pizza hello Test, EQ, Winny, Clen, T3, Eph, Ldex, blah blah blah.
Click to expand...



Yeah! but will you pass a lie detector test
Thats what they did in the first one i entered

RADAR
 
No its a thumb tack in your shoe, under your big toe. every time they ask you a control ? you push your toe into the tack (ouch!!!). this causes a more rapid heart rate, increased breathing and sweating. Then when they ask you ? you are going to lie about you din't push down on the tack. Oh yas, the tack is taped to your big toe pointing into the toe, its gotta hurt if its gonna work. SOme of you may ask why I do (or need to) know this, well it because........................................................................................ :rolleyes:
 
bilter said:
No its a thumb tack in your shoe, under your big toe. every time they ask you a control ? you push your toe into the tack (ouch!!!). this causes a more rapid heart rate, increased breathing and sweating. Then when they ask you ? you are going to lie about you din't push down on the tack. Oh yas, the tack is taped to your big toe pointing into the toe, its gotta hurt if its gonna work. SOme of you may ask why I do (or need to) know this, well it because........................................................................................ :rolleyes:
Click to expand...


Yeah, I heard that too. There's quite a few methods of beating the tests available online-but like anything else on the web 99% of it is likely bullshit. If you wanna try your skills/measure your abilities, there's businesses that offer services where you can take a polygraph for about $300. Normally it's for employers trying to get their employees to fess up to large $$$$ amounts being stolen, but they'll give the test to anyone that pays usually.
 
If all else fails, I will just take one of the approaches that the other contestants took when Bill brought them in to talk to them, and hope for the best. Be very defensive, or tell them that I used AAS 3-4 years ago ("ruining my life" I might add, hehe), and because of that those questions made me nervous. I also don't think that they would care tbh. I know I wouldn't. We have a local guy that owns some supplement stores, and owns his own line of supplements as well. He actually prefers to use guys on AAS because they can make so much better before and after transformations. And if more dramatic transformation photos sell more product why exactly would they care, if the drug test shows negative. Hell, look at the other spokespersons for Muscletech and the rest.
 
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