 Magazines for the gay community flourished, the most notable and one of the first being "Physique Pictorial", started in 1951 by Bob Mizer when his attempt to sell the services of male models; however, Athletic Model Guild photographs of them failed.It was published in black and white, in a very clear yet photographic manner celebrating the male form and was published for nearly 50 years.The magazine was innovative in its use of props and costumes to depict the now standard gay icons like cowboys, gladiators and sailors.