1933 Mail and Empire Women’s Pages 7: See the New Cookery Methods and Latest Fashions

me 1933-04-06 cooking school ad

Mail and Empire, April 6, 1933.

And so (after a long hiatus for this series), we roll into day 3 of the Mail and Empire‘s cooking school and fashion revue.

me 1933-04-06 cooking school prizes 500 px

Mail and Empire, April 6, 1933.

A sampling of the prizes used to entice readers to attend the cooking demonstrations.

me 1933-04-06 fashions sweep across stage of cooking school

Mail and Empire, April 6, 1933. Click on image for larger version.

A sampling of the styles displayed during the fashion revue.

me 1933-04-06 crepes suzettes are you attending our cooking school

Mail and Empire, April 6, 1933.

Beyond the reminders to attend the cooking school, regular content carried on. In this case, recipes for crepes suzettes and mayo.

me 1933-04-06 table talkers and cooking school ads

Mail and Empire, April 6, 1933. Click on image for larger version.

A full page of recipes, alongside ads for the cooking school’s suppliers. The Acme Farmers Dairy plant was located on Walmer Road south of Casa Loma. After a succession of ownership changes, the plant closed in 1986 and was replaced with housing. Pickering Farms was acquired by Loblaws in 1954.

Mrs. Shockley was rolling in endorsements during her stay in Toronto. On April 6 alone, besides these two ads, she also pitched Mazola Corn Oil and Parker’s Cleaners.

anchora of delta gamma 1932-01 katherine bayley 1

anchora of delta gamma 1932-01 katherine bayley 2

Anchora of Delta Gamma, January 1932.

Sidebar: a contemporary biography of Katherine Caldwell Bayley (1889-1976), aka Ann Adam. Beyond what’s mentioned here, she also wrote several cookbooks as Ann Adam or whatever house names her clients used. Based in Toronto, she ran Ann Adam Homecrafters, a consulting agency which operated through the 1960s. Among her assistants was Helen Gagen, who later became food editor of the Telegram.

globe 1935-02-21 ad for ann adam's radio show

The Globe, February 21, 1935.

An ad for one of Bayley’s regular radio gigs. CKGW, which was owned by Gooderham and Worts distillery, was leased by the forerunner of the CBC around 1933 and changed its call letters to CRCT. On Christmas Eve 1937 it became CBL.

gm 1942-09-24 first gm ann adam food column

Bayley’s first “Today’s Food” column for the Globe and Mail, September 24, 1942.

When the Mail and Empire merged with the Globe in November 1936, Bayley’s columns were not carried over. Six years passed before she joined the Globe and Mail as a daily food columnist on “The Homemaker Page.”

Her reintroduction stressed the realities of wartime home economics. “This daily column is designed to help you with the sometimes rather complicated problem of adjusting your cooking and meal-planning to the regulations necessary in a country at war,” the page editor wrote in the September 25, 1942 edition. “Some foods are rationed; some are no longer obtainable, and of others we are asked voluntarily to reduce our consumption. All this, and the effort, in spite of it, to increase, rather than decrease our physical efficiency to enable us to fill wartime jobs, involves more careful catering for our families and a skillful use of substitutes.”

gm 1963-02-27 honor food columnist for 50 years service

Globe and Mail, February 27, 1963.

gm 1964-12-31 final ann adam column

Globe and Mail, December 31, 1964.

Bayley’s final G&M column received no fanfare elsewhere in the paper, but went out in a partying mood.

Back to the cooking school…

 

me 1933-04-07 cooking school enjoyed by 2000 women 1

me 1933-04-07 cooking school enjoyed by 2000 women 2

By April 7, the cooking school was front page advertorial copy…um…news.

me 1933-04-07 riches embarassment only description of cooking show menu

Mail and Empire, April 7, 1933.

Next: the cooking school wrap-up.

1933 Mail and Empire Women’s Pages 2: Happy Marshmallow Day!

me 1933-03-03 page 10 header

me 1933-03-03 page 10 marshmallow day

Mail and Empire, March 3, 1933.

While March 3 did not catch on as a national observance celebrating the wonders of marshmallows in Canada, you can celebrate the toasted version of this sugary treat every August 30!

Also, hands up whoever has seen “mm” as shorthand for marshmallow in a recipe.

me 1933-03-03 page 10 basket of vitamins

Mail and Empire, March 3, 1933.

After indulging in all those marshmallow recipes, a basket of vitamin-rich food may be required. It may also be a quiet reminder that winter was nearing its end, and fresher vegetables were not far away.

me 1933-03-03 page 10 appetizing hot bread

Mail and Empire, March 3, 1933.

“Do You Know This Utensil” was a weekly feature which introduced handy products for any 1930s kitchen, such as this dust pan which saved the day for any klutzes who dropped ingredients for their appetizing hot bread on the floor.

me 1933-03-03 page 10 easy sunday dinner

Mail and Empire, March 3, 1933.

Note the presence of Rice Krispies in the last recipe, which were still a relatively new product when this paper was published. Introduced to store shelves in 1928, their mascots Snap, Crackle and Pop made their advertising debut in 1933. It was several more years before the recipe for Rice Krispie Squares/Treats was unleashed on the public.

me 1933-03-03 page 10 aunt jemima ad

Mail and Empire, March 3, 1933.

And now, a few words from our sponsors.

me 1933-03-03 page 10 trio of cake recipes

Mail and Empire, March 3, 1933.

me 1933-03-03 page 10 celery soup

Mail and Empire, March 3, 1933.

Four suggestions for celery-based soups. The title plays upon the notion of celery as a nerve-calmer, which had resulted in numerous celery-based drinks marketed around the turn of the 20th century. One of the few modern survivors is New York deli staple Dr. Brown’s Cel-Ray. I’ve tried it several times and haven’t enjoyed it (this from somebody who loves old school sodas like spruce beer). I understand the concept and how Cel-Ray could pair nicely with some form of cured meat, but I suspect I’d be happier if there was a salty, pickle-based drink.

me 1933-03-03 page 10 loblaws ad

Mail and Empire, March 3, 1933.

It’s doubtful that Loblaws will revive its short lived mascots Cash and Carrie for the chain’s 100th anniversary this year.

Onto the second page…

me 1933-03-03 page 11header

me 1933-03-03 page 11 kyle cakes

Mail and Empire, March 3, 1933. 

…and more cake recipes.

me 1933-03-03 page 11 loaf fish and baked

Mail and Empire, March 3, 1933.

As gossip is “the child of laziness” that is “adopted by people who don’t think,” what weighty matters of the world shall we discuss while sticking a fork into a piece of tuna and celery souffle?

Aside: if any of you are tempted to try any of the recipes featured in this series, let me know. Send pictures, reviews, etc.

me 1933-03-03 page 11 is your child's diet a thief ad

Mail and Empire, March 3, 1933.

I wasn’t kidding when I said last time that underweight children were going to be a recurring advertising concern. As funny as this ad seems with its bizarre-looking nutrient deficiency crook, child malnutrition was a serious concern during this era.

As for the radio stations which carried the “VIP Broadcast,” both evolved into today’s CBC — CKGW (named after its owner, Gooderham and Worts) is the ancestor of today’s CBLA, while CKNC (run by the Canadian National Carbon Company) would become CJBC.