Around fifteen or so years ago, my eyes centered behind the counter of a used book store. Sitting on a rolling cart piled in about three stacks was a collection of 1970's wrestling magazines. At the time, my wrestling collection was largely confined to the 1980's and 1990's, so much of what was piled up was new to me and looked absolutely fascinating. My dad and I inquired about their availability. The Janeane Garofalo-clone who worked at the store was more than happy that we were interested, but told us that they weren't priced yet. Immediately I pictured huge dollar signs for each and pretty much gave up then and there. We frequented the store, but between the inevitable prices and the knowledge of many other wrestling fans who would probably want them, I all but gave up. As I walked away, crestfallen, the fake Garofalo shouted after me: "There are even some covers with Dino Sammartino on them!"
It seems as if once a year, the Wrestling Yearbook magazine was a "Special Championship Issue" that focused on the "big three" champions from the WWWF, NWA, and AWA. These were among my favorites from the magazine bounty that I had purchased. Several of these championship issues featured a motif that could have come from the opening title cards of "Love, American Style." It was red, white, blue, and stars all the way. It looked great. It looked '70s. It looked special.
In addition to the normal departments such as ratings and pen pals, the championship issue had a full article on each of the three champions. Bruno Sammartino's is titled "Wrestling's Living Legend," a label that has stuck with him to this day. Terry Funk was deemed to be the "Accidental Champion" while Nick Bockwinkel was "The Man Who Had To Win The Title." There are also "Ringside Report" sections telling of how each man respectively won the title. For fans of the era, this had to have been amazing. Almost all areas of the country would have recognized one of these men as the true world champion. To see whichever two that you DIDN'T recognize as champion right up with your own hero was likely infuriating.
Although the infamous "Love Doll" ads don't show up here, other dubious product offers do. Ads for the sister publications called "Battling Girls" featuring apartment wrestling are here, as are pellet guns, miracle ginseng capsules, and many ways to either bulk up or trim down. If the kids of the '70s had written and paid for all of these valuable products, today we would have an entire fleet of 50-somethings with bulging muscles, trim wastes, endless ways to defend themselves, skills in dozens of different courses including vinyl repair, x-ray vision, and unmatched knowledge in the art of love making...with or without a partner.
...are we sure that's such a bad thing?