They benefit by having someone's idea of a Golden Boy EXCLUSIVELY grace their covers and magazines.
The same way MD stands to benefit if their Golden Boy BRANDEN RAY were to win his Pro Card. Except Branden doesn't have blonde hair. Or Blue Eyes. Or a smokin' hot wife. Or a contract with AMI/Weider. But hey, he's still got that job at CNN! Right? Oh...
C'mon, man. I love a good backroom deal as much as the next guy, but do readers believe that all it takes is a good (not 'great', according to the peanut gallery) physique, blonde hair/blue eyes, and a hot wife to be propped up as a star?
Surely there are other very good bodybuilders with blonde hair, blue eyes, and hot wives who could appear on the covers of the other magazines, contract or no contract.
Do I think some bodybuilders have been 'overpromoted' by certain companies for reasons I couldn't understand? Yeah, but that's what business is about. A company makes an investment in something or someone and then does whatever it can to get a return on that. I guess I'm just not seeing the overpromotion of Putnam. So, he and his wife had a cover...ok. What was the problem with that? He's a Weider competitor and they put one of their guys on the cover of their mag. Seems pretty reasonable to me.