During the 1930’s, North American newspapers shifted their focus to a growing female readership, and presented a selection of “feminine” content and advertisements in a dedicated new section. During World War II, with eligible men away serving the country, women became the primary consumers and breadwinners, dramatically increasing the importance of The Woman’s Page.

In the Picton Gazette, this page appeared from 1937-1945. After the end of the war, content appealing to both women and men was integrated across the newspaper.

Items about the war, social events, clothing, food advertisements, and mothering tips could feature on this page. For example: in the January 19, 1940 issue, the Dominion store was selling a pound of “first grade Braeside butter” for 29¢; a pound of “richmellow fresh ground coffee” was 39¢, and Luxor 60-watt lamps were on sale: two for 29¢. It’s hard to believe these ground-breaking sales in the midst of current inflated grocery prices.

On September 20, 1940, a proclamation from Sophiasburgh township called for October 2nd to be a public holiday, “in order that school children and citizens generally may be able to attend the Township Fair on that day.” This holiday obviously didn’t stick, nor did the October fair.

Constipation must have been a serious woman’s issue in the  ’40s given the number of Post’s Bran Flakes advertisements promising relief.  A July 18, 1942 ad for Post’s Bran Flakes gave three important benefits: “1. Helps prevent constipation due to lack of bulk, 2. Supplies useful quantities of iron and phosphorus, and 3. Wholesome, nourishing, and full of delicious flavour.”

A segment featured in every issue was titled “The Week,” by Mrs. J. L. Shannon. These articles feature very short blurbs of information about the lives of residents. Anything from baptisms, socials, funerals, and vacations were highlighted — a real convenience when most homes were without a telephone. One announcement in “The Week” was of an Easter-themed birthday party: 

“Little Olive Kaiser, daughter of Mr. and Mrs. John Kaiser, Kirkland Lake, celebrated her fourth birthday, March 27th by entertaining a little party of eight. The centre of attraction was the long table covered with an Easter tablecloth and centred with the birthday cake. Large chocolate roosters stood as guards around the cake. The home was decorated with Easter bunnies, baskets, etc. with clusters of balloons here and there causing much merriment.”

The Gazette also incorporated international news. Many items feature the young Princess Elizabeth before she became Queen. Pictures and small descriptions engaged readers in Picton in the details of her life. In 1937 a small article describes how the 12-year-old princess was  learning how to cook in the kitchens of Buckingham palace, favouring “simple dishes” like scones and scrambled eggs. She was an important role model for all young women reading the Gazette. In 1940, the princess had been evacuated from London and was living in the countryside, where her school lessons continued and she was starting to keep a daily journal. 

On October 11, 1940 Princess Elizabeth made her first broadcast to the children of the Empire. Now fourteen, she is pictured with a white pony. On April 28, 1944, a picture of Princess Elizabeth posed on a couch centers an entire issue dedicated to celebrating her eighteenth birthday. A mere eight years later, at age 25, Elizabeth would ascend the throne following the death of her father, King George VI.

Other items on The Woman’s Page were more down to earth. The January 19, 1940 issue features an announcement that nurses who went overseas with the First Canadian Division had a new two-piece uniform. This is significant because such uniforms would not become standard until the 1970s. The early alteration was only for nurses serving in the military.

Despite complaints about the stereotyped or sexist content in The Woman’s Page, many articles celebrated women’s accomplishments and rallied women writers. On May 25, 1935, when The Woman’s Page was called “A Department for Home Makers,” Katharine Hepburn’s 1934 film The Little Minister is featured. “Babbie, as portrayed by Katharine Hepburn, is still the wild and untamed but tender girl, who leads her enemies and her love a merry chase. She is the eternal feminine as Barrie painted her….The spectator will instantly respond to the net of intrigue which she weaves around the serious-minded little minister, ably and sympathetically played by John Beal.”

What seems like gender-stereotyped content today played an important part in including women in a historically male-dominated medium across the 1940’s. The Woman’s Page was used to empower women and girls, and support them in their new roles, not just as important consumers, but as leaders both in the home and in public life.