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

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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.

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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.

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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.

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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.

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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.

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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.”

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Globe and Mail, February 27, 1963.

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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…

 

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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 6: The News You Have Been Waiting For!

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Mail and Empire, March 27, 1933.

As part of their efforts to develop loyal relationships with their readers, newspapers have frequently sponsored public contests and exhibitions. Early in the spring of 1933, the Mail and Empire’s women’s pages announced that, along with Simpson’s department store, it was sponsoring a four-day exhibition of cooking exhibitions and seasonal fashions.

me 1933-03-29 prizes for cooking show patrons

Mail and Empire, March 29, 1933.

Readers were teased with a promotional display highlighting the goodies they might take home if they attended the exhibition.

I suspect most of the attendees would have fit the Mail and Empire’s conservative middle class profile. Would this event have drawn in city housewives struggling with the effects of the Great Depression? I’d be curious if, say, the Star or Telegram presented a similar exhibition for their working class audiences.

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Mail and Empire, March 30, 1933.

Information online about Mrs. J. Watson Shockley is scarce, as at least one other person looking into her story discovered. It appears she was active on the cooking presentation circuit between 1928 and 1936, primarily in the eastern United States. Searches through the online archives of the Globe/Globe and Mail and the Toronto Star turned up nothing, so presumably she didn’t participate in any women’s exhibitions presented by either of those papers.

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Bradford [Pennsylvania] Era, March 7, 1928. Outside of a book listed on Amazon claiming to be from 1926, one of the earliest references I found for the mysterious Mrs. Shockley.

One of the most frustrating elements in the search for Mrs. Shockley that is not uncommon for this era: nowhere is her first name mentioned. It is possible that “J” was her first initial, but it’s equally possible it was her husband’s.

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Mail and Empire, March 30, 1933.

An invitation from Ann Adam to all of her “Table Talkers.”

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Mail and Empire, March 31, 1933.

As the exhibition neared, the teasers increased. More photos of Mrs. Shockley were published, but her biographical info only rehashed what had already been included in earlier ads.

me 1933-04-05 ice cream pie invite to cooking school

Mail and Empire, April 5, 1933.

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Mail and Empire, April 5, 1933.

A sampling of Mrs. Shockley’s cooking ideas from day one of the cooking school. I love asparagus, but I’m not sure how I feel about combining it with a sweet shortcake.

Also note the plug inserted at the bottom of the Crisco ad. Hopefully Mrs. Shockley’s french fries did not “raise the old Harry.”

me 1933-04-05 tea-bisk cooking school ads

Mail and Empire, April 5, 1933.

Maybe Mrs. Shockley used Tea-Bisk as a shortcut onstage for her asparagus shortcake?

Next: more ads, recipes, and pictures from the exhibition.

Vintage Toronto Ads: Short Cuts 6

Nickel-Chroming a Modern Life

Originally published on Torontoist on February 8, 2011.

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Maclean’s, March 26, 1960.

When the photo shoot was over, the model was surprised to learn that she could keep the fine array of kitchen appliances that, thanks to the marvel of nickel-plating, would indeed last for years to come, even if they actually were scale models. For a few years, she retained then in mobile form, which she occasionally hung as a conversation piece during dinner parties. By the late 1960s, when she felt her daughter was old enough to appreciate the pieces without destroying them, our one-time model carefully removed the strings and allowed the girl to play with them as her first kitchen set. Years later, both women were to appear with the set on the Antiques Roadshow, but their segment was left on the cutting room floor when a seventeenth century thimble found in a backyard flower bed was deemed more interesting.

Besides Inco, other occupants of the southeast corner of Yonge and Colborne streets circa 1960 were several financial firms (including Cradock Securities and Price Waterhouse) and ticket offices for Canadian National Railways and Lufthansa.

Ammoniate Your Smile!

Originally published on Torontoist on March 8, 2011.

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Reader’s Digest, April 1949.

With users as pure as this mother/daughter combo, wouldn’t you trust the marketing claims of Amm-i-dent?

Adding ammonium to tooth-cleaning agents was a marketing craze at the time the above ad appeared. An article in the July 30, 1949, edition of Billboard magazine noted that the potential advertising revenue derived from clients like Amm-i-dent and Colgate made radio network and station executives “virtually froth at the mouth.” Amm-i-dent’s American parent Block Drug (maker of such fine products as Polident) had secured a lucrative sponsorship of The Burns and Allen Show. However, a University of Illinois study into ammonium-enhanced dental products showed that their use only reduced the incidence of tooth decay by 10%. As the thrill of ammonium faded, toothpaste makers soon moved on to other marketing gimmicks like chlorophyll.

Though nobody at 172 John Street is marketing tooth powder any longer, other products are getting polished there—thanks to the john st. advertising firm.

Additional information from the October 1953 issue of Changing Times.

Hypnotized by the Power of Super Fitness!

Originally published on Torontoist on May 3, 2011.

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Toronto Sun, March 21, 1983.

The man in this Super Fitness ad is:

1) Hypnotized by the pattern worn by the model to his left. As he is transfixed by the diamonds on her chest, she gently murmurs, “You will sign your friends up. You will sign your friends up…”

2) Stunned by the extreme value of the advertised offer. He then curses that he just paid three times as much to join the gym next to his office.

3) Shocked that Super Fitness spokeswoman Christine Steiger does not appear in this ad. Maybe she was off being cloned, as she was for a lesser offer three years later.

4) Awed by the rack dangling over him.

5) Bewildered by the imprecise instructions provided by the cameraman. Trying to save the shoot, he draws on his Method training and imagines how a fellow in his situation would naturally react.

Where Did Leonardo Learn About Art?

Originally published on Torontoist on July 5, 2011.

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Ontario Association of Art Galleries Magazine, Winter 1978-1979.

We’re surprised historians have never jumped on the amazing fact uncovered in today’s ad: Leonardo da Vinci learned about the fine arts not from observing his fellow Italian Renaissance craftsmen but by crossing the ocean to discover the riches (and coffee talks) of the Mississauga Library System. Sadly, all other references about Leonardo’s time in the court of Grand Duchess Hazel of Streetsville are lost to the mists of time.

Though libraries existed in Streetsville as early as the mid-1850s, the modern Mississauga Library System began when citizens of what was then known as Toronto Township voted in favour of creating a local public library organization in 1956. When today’s ad appeared, the main branch was located at 110 Dundas Street West, where it remained until the current Central Library on Burnhamthorpe Road was opened in 1991.

Vintage Toronto Ads: Be Sure of Your Radiantubes and Thermizers

Originally posted on Torontoist on June 17, 2008.

Vintage Ad #559: Be Sure of the Features on your Frigidaire Stove

Maclean’s, August 1, 1949.

If this spacious stove were marketed today, what expression would the customer service rep at your friendly neighbourhood big box retailer display if you asked them about the radiantube and thermizer specs?

A division of General Motors for 60 years, Frigidaire set up shop in Leaside in 1933 when it purchased most of the former Durant Motors property. The company opened a second plant along the Golden Mile in Scarborough in 1952, one of the first manufacturers to establish themselves in the rapidly-developing area. Both plants operated until 1958 when the Leaside property was sold to Canada Wire and Cable, who had purchased the remaining Durant property back in the 1930s. The Scarborough facility gradually switched to automotive manufacturing, shifting to GM’s Delco division in 1968. Six years later it became a van plant and operated until 1993, after which the facility was demolished and redeveloped as Eglinton Town Centre.