WWLP Bake: Betty Crocker’s Custard Chiffon Cake

This recipe comes from a joint advertisement for Betty Crocker and Gold Medal Enriched Flour in 1953. The version shown serves as the back cover for the July 1953 issue of Better Homes and Gardens:

Betty Crocker Chiffon Custard Cake

“New! Custard Chiffon Cake//As rich tasting as butter cake…delicate as angel food//Betty Crocker says: ‘Flour is the most important ingredient in any baking'”

Betty Crocker’s Custard Chiffon Cake (Makes 16-20 Servings)

Blend together and then cool:

  •  3/4 cup scalding hot milk
  • 7 egg yolks, slightly beaten

Preheat oven (see pan sizes and temperatures below). Sift an ample amount of GOLD MEDAL FLOUR onto a square of paper

STEP 1….Measure (level measurements throughout) and sift together into  mixing bowl:

  • 2 cups sifted GOLD MEDAL flour (spoon lightly into cup, don’t pack)
  • 1 1/2 cups sugar
  • *3 tsp. baking powder
  • *1 tsp salt

Make a well and add in order:

  • 1/2 cup cooking (salad) oil such as wesson
  • 2 tsp. vanilla
  • the cooled egg yolk-milk mixture

Beat until smooth with spoon or beat with electric mixer on medium speed for 1 minute.

STEP 2…Measure into large mixing bowl:

  • 1 cup egg whites (7 or 8)
  • 1/2 tsp. cream of tartar

Beat until whites form very stiff peaks by hand or with electric mixer on high speed for 3 to 5 minutes. DO NOT UNDERBEAT. Egg whites are stiff enough when a dry rubber scraper drawn through them leaves a clean path.

STEP 3…Pour batter gradually over beaten egg whites–gently folding with rubber scraper just until blended. DO NOT STIR. Pour into ungreased pan immediately

BakeTube pan, 10×4-in.–325*–55 min. then –350*–10 to 15 minutes…or until top springs back when lightly touched.

Immediately turn pan upside down, placing tube part over neck of funnel or bottle, or resting edges of oblong pan on 2 other pans. Let hang, free of table, until cold. Loosen from sides and tube with spatula. Turn pan over and hit edge sharply on table to loosen. Frost with Fresh Strawberry Icing (recipe below).

Success Tip: Milk must be hot when poured over slightly beaten egg yolks.

*If you use GOLD MEDAL Self-Rising Flour (sold in parts of the South), omit baking powder and salt.

For altitudes over 2500 feet, use baking powder as follows; 2500-4000 ft. 2 1/4 tsp.; 4000-6500 ft. 1 1/2 tsp.; over 6500 ft. 3/4 tsp. Over 3500 ft. increase oven temp. 25* and use minimum baking time.

Fresh Strawberry Icing…Blend until fluffy and good spreading consistency: 6 tbsp. soft shortening, 3 cups sifted confectioner’s sugar, 3 tbsp. crushed fresh or frozen strawberries (including juice). Add additional crushed berries if icing appears to thick.



WWLP Cook: Fruit Crown

This recipe comes from a 1961 joint advertisement for Eagle Brand Condensed Milk and Minute Tapioca:

Tapioca Fruit Crown 1961

Fruit Crown


  • 1 envelope (1 tablespoon) gelatin
  • 3 1/2 cups water
  • 1 1/3 cups (15-oz. can) Eagle Brand Sweetened Condensed Milk
  • 6 tablespoons Minute Tapioca
  • 2 eggs, separated
  • 2 teaspoons grated lemon rind
  • 1/8 teaspoon salt
  • 1 teaspoon vanilla
  • 1/4 cup sugar
  • 1 cup whipped cream (optional)


  1. Sprinkle gelatin over 1/2 cup of the water; set aside to soften gelatin.
  2. Combine remaining water, Eagle Brand Condensed Milk, Minute Tapioca, egg yolks, lemon rind, and salt in saucepan. Let stand 5 minutes. Cook over medium heat, stirring constantly until mixture comes just to a full boil.
  3. Remove from heat. Add softened gelatin, stirring until it is thoroughly dissolved. Add vanilla.
  4. Beat egg whites until foamy. Gradually add sugar and continue beating until soft peaks form.
  5. Very slowly add the tapioca mixture, stirring rapidly to blend well.
  6. Chill about 1/2 hour; then fold in whipped cream.
  7. Pour into a lightly oiled shallow 2-quart mold. Chill 3 hours or until firm. Unmold.
  8. Serve with your favorite fruit if desired

Makes 10-12 servings

Note: For deep 2-quart molds, increase gelatin to 1 1/2 tablespoons.


WWLP Cook: International Buffet Menu

Perched happily on cushions, your guests will enjoy this array of foods from many lands: Three tiers of appetizers to go with punch, showy pancake surprise, exotic guacamole-topped salad–followed by a delectable dessert and coffee

towerInternational Buffet

Round-the-world Appetizers


Fiesta Pancake Tower

Grapefruit-Guacamole Salad

Hot Rolls


Carioca Cream


Everywoman’s Family Circle Feb 1960

WWLP Wear: Synthetic Materials for the Budget-Conscious Shopper in 1955

Man-made fibers key new fashions

The miracles achieved with synthetics have placed attractive fashions within the reach of the most budget-conscious shopper

As most families strove to achieve the American ideal in the mid-50s, new developments in fabrics allowed women the luxury of beautiful garments at a cheaper price tag.

1955 fashion 1

Pretty to wear to your P.T.A. meeting or to a luncheon is this coat-style dress of Vicara and wool jersey. The V neckline has a draped collar, held with tabs and rhinestone buttons. Colors are purple, periwinkle, navy. In sized 14-44; 14 1/2-24 1/2. About $25. By L’Aiglon. Hat by Beatrice-Martin.

1955 fashion 2

This tailored dress of spun rayon shows an attractive use of richly colored stripes. The cardigan neckline is softened with a rayon scarf in solid color. Dolman sleeves are in three-quarter length. Colors are oxford gray with wine-and-gold or green-and-gold stripes. In 12-42. Under $30. Town Tailored. Betmar hat.

Materials like rayon, jersey, and acrilan were promoted as not only a cheaper alternative to traditional materials like wool or silk, but a more convenient alternative too. These new fabrics were wrinkle resistant, kept their shapes more easily, and did not need to be laundered as frequently as traditional materials.

1955 fashion 3

(Above) Acrilan makes the versatile blouse-type cardigan with its shaped rib-knit collar and thuree-quarter sleeves. In blue, red, green, ginger. Sizes 34-40. Under $7. By Old Colony, (Right) This slipover and matching cardigan of Orlon are pretty enough for most dress-up occasions. Pleated ribbon forms a yoke that glitters with rhinestones and beads. Sizes 34-40 in assorted colors. Slipover, under $9; cardigan, under $13. By Blairmoor. The velveteen skirt, sizes 8-16. Under $15. A La Bonne design.

1955 fashion 5

You can build an entire wardrobe around synthetics. Chemistry endows these fabrics with plus advantages, such as pleat retention. (Left) Alice Stuart fashions this blouse of Burlington’s Dacron-and-nylon Dacrylon. The neatly tucked front and high neckline provide excellent foils for your jewelry. Choose from many lovely colors. In sizes 32-38. Under $6. (Right) This practical suit can double as a dress. Exceptionally light in weight, it can be worn indoors or out. The jacket is fitted and unlined; the skirt has lasting pleats. Colors are wine, navy, brown, green in a rayon-and-Dynel fabric. Sizes are 12-20; 14 1/2-24 1/2. Under $11. A Gloria Swanson design by Forever Young. The Hat is by Beatrice-Martin; bag by Companion; print scarf by Vera

1955 fashion 4

Many fabrics of man-made fibers or blends resist wrinkling, retain a fresh appearance, and, most important, reduce laundry labor. (Left) Lightweight suit to wear now, and later under a top-coat. A bias hip band trims the jacket. The novelty fabric is of Chromspun acetate in brown, gray, or navy. Sizes 10-18. Under $18. By Surrey Classics. Scarf by Vera. Hat by Beatrice-Martin. Bag by Companion. (Far left) This easy-to-care-for blouse of Dacron and nylon needs no ironing. An ideal blouse for all round wear, for the styling is tailored, yet the fabric looks dressy. A wide selection of fashion colors is available in sizes 32-38. Under $7. Alice Stuart

So, not only could they save a buck while increasing the quantity of items they had, they could also cut down on the amount of chores that were sure to accompany a larger wardrobe. Hello consumerism!

Family Circle Magazine October 1955

Marriage Advice for the Mid-Century Man: How to Live with a Woman


In July of 1953, Collier’s ran an article titled How to Live with a Woman. If at first glance the title alone isn’t enough to ignite fury, then the caption reading

A noted marriage counselor lets the men in on the secret of understanding a woman. If your wife seems to be illogical, there’s a reason–and you can do something about it.

should do the trick. But although this article is dripping with misogynistic anecdotes (from our point of view), the advice really isn’t terrible and can absolutely be applied to contemporary long-term couples of any type, married or not.

So how do you live with a woman? Well, the author of this article, Margaret Blair Johntone used her 18 years of experience as a minister and marriage counselor, along with her 14 years of experience as a wife to explain some common misconceptions and it seems as though it all boils down to communication.

Photograph for Collier's By Philippe Halsman. Collier's July 1953

Photograph for Collier’s By Philippe Halsman. Collier’s July 1953

The piece begins with a story of a husband telling her [Johnstone] about how his wife was illogical and constantly making a fuss over small trifles. From his perspective women are unpredictable, aggressive, and out of control stating, “Women always make a big personal issue out of everything. You say something completely innocent and suddenly you’re in an argument,” “Women are unreasonable. They don’t say what they mean and they blow up when you believe what they say,” and “You can’t argue with a woman. whichever side you’re on, you’re wrong.”

Johnstone also interviewed men whose complaints involved wives asking them to do chores after work, wives that never seemed to be happy despite “having it all,” and wives that chronically moved the furniture around. She then laid out a detailed explanation of the 4 rules to a happy marriage, full of anecdotes to drive the point home:

Rule 1. Establish an us-against-the-world feeling, and never lose it. It makes a marriage practically invulnerable. Johnstone focused this piece of advice around the concept that although marriages begin with the vow, “Never again will it be you and I; from now on, it’s we,”  many couples lose the sense of we once the honeymoon phase is over. She explains that once the united feeling begins to slip blame, resentment, and misunderstanding are close to follow. The we-feel is “the life source of marriage.”

Rule 2. Don’t take your wife for granted. She’s making a tremendously import ant contribution to your happiness–let her know you appreciate it and you’ll eliminate a lot of apparently unreasonable quarrels. According to Johnstone,

“There’s no formula for understanding a woman, but there’s a secret I’ll let the men in on. Often a woman has to be illogical, for a perfectly good reason: it may be the only way she can make her husband act like a man.”


“When a woman’s ‘no’ means ‘yes’ time and time again, it should be a clear sign to her husband that his masculinity is slipping.”

Okay, seriously WHAT? What she’s saying here is that the “no” means “yes” thing is a type of reverse psychology the wife plays on the husband in an attempt to trick him into being more proactive in the relationship. She claims its particularly easy for couple that have lost that we-feel to fall victim to  this type of behavior. Women speak in code as a way of challenging their husband. She also explained that sometimes women reacted the way they did out of fear that their husbands no longer loved them. Starting an argument was a form of fishing for compliments. One woman interviewed for the article explained,

“A lot of women never bother to make breakfast for their husbands. I do, and what thanks do I get? No matter how I try, you take everything for granted. You never even say you love me. I often wonder if you do. I can’t ask you, for your answer wouldn’t mean anything. Perhaps if I tell you what I really fear–if I say you don’t love me–you’ll tell me you do.”

Rule 3. Respect your differences. Agree to disagree. Don’t fight your partner–remember you’re on the same team. In this section, Johnstone provides quite a few statistics about the overall happiness of the average marriage. She states that realistically, “Marriage, of course, should be a 50-50 proposition. But the experts find only one couple in three ever achieves that goal.” The statistics focused on the issue of domination, stating that of the male dominated relationships examined only 61% were happy and of the female dominated relationships only 47% were happy, but of the 50-50 relationships examined 87% reported being happy.  Some of the couples interviewed expressed their distaste for how much arguing they experienced, and Johnstone assured them that while constant bickering is unhealthy, a once-in-a-blue moon fight to re-balance the marital harmony was totally okay.

Rule 4. See to it that she gets an occasional change of scene and interest. Most women spent their entire day in the home with a few brief trips to the shops and the school. They didn’t share the same luxuries and daily freedoms as their contemporary counterparts do now. Women often waited for their husband to come home from work and then they would spend the evening out on the town. But when the husbands worked late frequently or wanted to spend their evenings in, it was common to feel restless and imprisoned in the home. This one is probably the least applicable today, as most stay-at-home partners are quite mobile and can have change of scenery much more easily than in 1953. However, a change in pattern is always applicable and a good idea whether you work out in the world or in the home.

Johnstone wrapped the article up with a suggestion that husbands make a bigger effort to re-balance their marriages through small steps and provides another anecdote about a mother and daughter she encountered out to lunch. The mother received a surprise gift of jewelry and claimed to be happier than a schoolgirl.