Wednesday, March 18, 2009

Women's Magazine, Pt. 2

Originally published in the February, 2009, Old Radio Times.(

1945 Woman's Magazine Featured Ads Dominated by Emphasis on WWII
Bob Cox

Balanced Pacific Sheets gave a lengthy plea: “Let’s pitch in and give the boys what they need to finish this war and give it in lavish abundance. Take a war job or hang on the one you have. Buy bonds … more and more and still more. Conserve your worldly goods: mend that old sheet; don’t throw it away. And when at last you must buy replacements, let them be (of course) superb Pacific Balanced Sheets.”

An article titled “My Country “Twas of Thee” warns returning servicemen that things would not be as they left them and they too must sacrifice until supplies catch up with demand.

Another article, “The High School Crowd Lends a Hand,” describes how volunteers were serving in the Junior Division of The American Women’s Hospitals Reserve Corps at Jamaica Hospital in Long Island, NY. The ladies worked one half day each week performing a variety of helpful tasks.

A notice on one page said: “The wartime burden on transportation facilities may cause delays in shipment of Woman’s Day Magazine to some stores. We regret any inconvenience you may be caused and ask that you not to blame your store manager.”

Another advertisement titled “Carry Victory in Your Basket” suggested numerous helpful hints for reducing paper needs: “Every time you go to the store and carry your purchases home unwrapped, you help bring victory so much nearer. Take along a basket, box, shopping bag or some permanent container that is roomy enough to carry your purchase home.”

The ad asserted how paper was used to wrap and protect more than 700,000 different war items including shell containers, bomb rings, parachutes, flares, blood plasma, vests and V-Mail envelopes. It ended with the words: “Remember – Paper is War Power."

(This article was first published in the Johnson City (Tenn) Press on June 26, 2008, and is reprinted with their kind permission and that of the author).


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