In the good old days, which by the way weren't so good, most guys were delighted just to win a trophy and title and be featured in a magazine or two. That was all anyone needed. Looking back it isn't good enough because Joe sold the idea that if you got to be a he-man you got rewarded with the gal and money.
There was no prize money to speak of for winning the Mr Universe in those days. Even the so-called Professional Mr Universe. If you owned a gym you were classed a professional. Ditto if you posed for money and held seminars. That is still a better definition of professional that the nonsense the IFBB has come up with. Kiss butt and you might get your pro card.
Joe and Ben didn't give much back to the champs. Clarence Ross, Steve Reeves, George Eifferman, Larry Scott, Dave Draper, Leroy Colbert and many others weren't properly paid for their contributions to his magazines.