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Lethbridge Herald Newspaper Archives

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Lethbridge Herald, The (Newspaper) - June 14, 1972, Lethbridge, Alberta 46 THE UTHBRIDGE HERALD Wcdnejdoy, June 14, 197J----- Times arc changing Liberation of women's magazines By JOYCE EC.GINTON London Observer Scrvkr NEW YORK "All things considered, she had made a perfect rape victim. Better she, everybody seemed to think, than somebody else who might rot have taken it so well So began a recent short story In a popular American women's magazine. The same issue con- tained a survey on the effect of the women's liberation move- ment and a discussion by Dr. Benjamin Spock on whether girls should be raised like boys. It also carred four pieces which could have come from a women's magazine of 20 years ago: "How to Hun a "How to Knit Those Fabulous New "How to Make a Perfect Meat and "How to Have an Enviable Comple- xion." This typical contents list shows the schizophrenia which is besetting the mass-market magazines as they try to time into women's lib. But they have come a long way in the two years since a hundred militant feminists "sat in" at the of ficcs of Ladies' Home Journal for 11 hours, protesting that the magazine's entire emphasis was to relegate women to an inferior role. This demonstration oi March, 1970 was not only a landmark in the liberation movement: it was a turning point in editorial policy for the nation's seven leading women's magazines which, between them, have a monthly circulation of 40 mil- lion. At first, editors regarded the feminists as a lunatic fringe. "Turn yourself off, baby If you don't like the magazine don't read one male execu- tive told a demonstrator at the Ladies' Home Journal. But soon the Journal probably tha most conventional of t h e seven was publishing a whole section by the feminists, hat changed the tone of many of its articles and had hired the con- sumer advocate Ralph Nader to write a monthly article on the subject of his choice. Typi cal of the new Nader columns was one on how women gel cheated on pensions because they usually live longer than men. The latest issue of the Journa carried an article on how mucl pay a housewife is worth (more (the answer is al- vnys "What to do about a Six Year Old who Still Wets Jis Bed" and "How to Make Horo (or Less, of Your Bos- om." (Which reminds me of a beauty editor I knew 20 years ngo who believed that all her unmarried readers were flat- thested virgins suffering from icnc in the spring, sunburn in August, splotchy skin in aut- umn and chapped faces in win- ter, and wrote accordingly. Her conviction lingers Even so, a lot of the taboos have been broken those past two years. The mass market magazines no longer shy away from adultery, venereal disease and homosexuality. Margaret Mead, the anthropologist, con- ducts an advice column in Red- book where she has frankly dis- cussed, among other topics, cest. Medical men now tell women readers that it may bs healthy to masturbate. The cur- rent issue of Cosmopolitan, aimed at a young, sophisticated readership, has a long article i lesbianism which examines :he urges that drive a girl nto the embrace of another oman." It avers that "more than you'd suspect have ad one or more episodes of ?sbian lovemaking in their and goes on to describe ome of them. The old suburban morality is apidly disappearing from wo- nen's magazines. Right no long- r triumphs at the end of every iece of fiction. The stereotype 'other woman" in short stories ms ceased to he the tough ca- eerist, threatening Uie marital leace of a sweet little girl who tays at home, baking brownies and prettying the chintz slip- covers. The heroine may now >c somebody's mistress or a ictim of rape. "All things con- sidered, she had made a per- :ect rape vicitim" how can .he reader resist reading on? Some of the changes are sell- consciously experimental. The atest Redbook has a beauty ar- ticle entitled "How a Working Woman Finds Time to Look Great." It reveals the cosmetic secrets of a 24-year-old career irl in Cincinnati techniques which can be copied by any reader. Only the drawings and mention of a "natural style" for her "tightly textured hair" reveals that the subject is black. The same issue faces up to the problem of white parents pass- ing on their racial prejudices to children and, self conscious- ly again, spells black with a capital "B" and white with a small POLITICS KIND WAY Politics have at last found their way into the women's ma- gazines, and there is much more practical advice than there used to be on c a r- pentry, plumbing, income tax and money management. Women politicans are replacing film stars as popular subjects of feature articles. Betty Fried- an's face, warts and all, is often photographed alongside her monthly women's lib article in McCalf's. Nine years ago in her book The Feminine Mystique (which continues to be the bible of the liberation movement (Mrs. (or Ms. as she prefers lo be known) Friedan lambasted America's popular women's magazines. Picking (ironically, it now seems, upon McCall's) she stat- ed: "The world that emerges from this big, pretty magazine is young and frivolous, almost child-like; fluffy and feminine; passive; gaily content in a world of bedroom and kitchen, sex, babies and home. The ma- gazine surely does not leave out sex; the only passsion, the only pursuit, the only goal a woman is permitted is the pursuit of a man. It is crammed full of food, clothing, cosmetics, furniture and the physical bodies of young women, but where is the work: of thought and ideas, the life of the mind and spirit" Today Ms. Friedan does nol have lo look quite so hard Aside from her own column about life in the liberatioi movement, the latest McCall'a ontains an interview with Sen- itor Edmund Muskio entitled 'Most Men Are Still Not Com- mitted to Women's an irticle on design of day care centres and a page of practical advice on how to unclog drains. But like other popular wo- men's magazines, McCall's is schizoplirenic. It still goes for ossipy boudoir features about Jacqueline Onassis's alleged in- sistence upon a separate bed- room and Princess Anne's al- eged arrogance. And all the journals strill sprinkle their lages with recipes, beauty and "ashion, as though inwardly wondering what "they" will :hink in the backwaters of Iowa f the editorial policy becomes :oo radically feminist. The real feminist magazines exist on another plane. Catering to a small, highly intelligcnl readership of converts, the var- ious tracts of tie movemem and the new magazine "Ms' are too erudite and often too dull to appeal to the masses What is happening in the popu lar monthlies is, therefore, high [y significant. Although the; themselves do not yet appea: to know exactly where they are going, it is a long way from the kitchen sink. ANOTHER TERM1NAI Congestion at Toronto International Airporl, will be reduced this summer with the opening of a second terminal, says Hugh E. Devilt, On- lario airports manager for the federal mir.isiry, allhough Terminal One was designed in 1964 to handle a maximum of 3.5 million passengers a year, more than seven mil- lion passed through the airport last year. The million Terminal Two will open next Thursday at nearby Mallon ond when completed En January is expected to handle aboL-4 4.5 million passengers. New cattle group formed SASKATOON (CP) Four producer-owned livestock mar- keting organize lions have formed an association named Western Co-Operativo Live- stock Markets, it was announced here. The four provincial organiza- tions, the British Columbia live- stock Co Operative, Alberta Livestock Co-Operative and livestock divisions of tlte Sas- katchewan and Manitoba Wheat Pools, represent moro than livestock producers, marketing more than a million cattle annually. Ian MacDonald, president of the new organization, said it win work in alt segments of the transportation industry to mod' ernize the nationwide move- ment of livestock, The possibil- ity of air freight will be gated. He said collective action by the four provincial organiza- tions will speed negotiations to have cattle moved to doniestio and export markets by air. "The airlines should be inter- ested in getting our business be- cause we represent more than one million cattle marketed each year. Presently, commer- cial cattle do not move by air." Hotel industry undergoes change LONDON (CP) The British hotel and restaurant industry is developing from a production- orientated service industry to a marketing-orientated hospitality industry. It is a change which has been brought about not only by inter- nal cost and marketing pres- sures hut by changing govern- ment attitudes, hy the establish- ment of national and regional tourist boards, by the setting up of a statutory training hoard and by the creation of the gov- ernment-financed economic de- velopment committee for the hotel and catering industry, Staff is one of the biggest problems. A recent report by the department of employment suggests that the Industry now Is short in manpower re- luirements and it seems un- likely that this storage will be made good in the near future. The bigger companies are be- coming more aware of the prob- lem and the government-spon- sored hotel and catering indus- try training board, set up in November, 1D67, has made some impact on the difficulties its efforts are essen- tially long-term. The board is empowered to raise a levy from the industry and to redistribute this incomo in the form of grants to employ- ers carrying out approved train- ing. The board found it worth while to impose the levy on only of the industry's em- ployers. The economic structure of the industry is such that the cost of collecting the levy from the remaining employers would be greater than the amount the levy would raise. The board has made a signifi- cant contribution to the indus- try's manpower problem. Four years ago there was only a handful of training managers and of training instructors; now there are more than 400 quali- fied training managers and more than instructors. The hoard has developed new career courses in conjunction with the technical colleges. One area where the board has to make an impact is in management training. The- industry has been more successful in attracting higher evel recruits. Two universities offering degree University of Surrey, southern England, and the Scottish Hotel School, University of Strath- Clyde, been suc- cessful in filling their courses. And there have been experi- ments in staffing. One company, Trust Houses P'ortc, Britain's biggest hotel group, has experi- rn e n t e cl with multi-purpose staff. Girls have been trained in the basic skills of bar work, waiting, reception and house- keeping. They work in all four areas. This scheme, by provid- ing a versatile and flexible work force, help to reduce the tradi- tional staffing problems. Another company, the Ameri- can-owned Soncsta Tower Hotel, has developed a program of or- ganization development, an im- aginative method to use human resources to the maximum ad- vantage. The industry's staffing diffi- culties have been accentuated by the fact that Britain's tourist figures are increasing by an av- erage 15 per cent annually and by the hotel building boom. SIMPSONS-SEARS Mix'Em' Up, Match 'Em...Start Something Summer! Go on lake our 3.01 saving and have some fun In your new polyester double-knit flareil The go anywhere, do anything panU. Regularly sold at Elaslk waist, stirched creases, Machine wash. While. Sizes 10-18. Your In print printed topi, that of polyeiter-and-aceloip or triacetate jersey knit. We've got a fresh as outdoors assortment of colors and styles long or short tleeved, open or closed necklines, front or back closings, betted or not hurry down and pick the one you lovet All machine wash, hang dry. Assorted prinst. Sizes 12-20. T.M. It doesn't cost much lo look grcall Especially if you're wearing Ihfi permanently pleated skiff. Regularly sold at 1.00, now reduced lo give you even belter valueJ Pull-on slyled in double knit Forlrel polyester twill Whirls through the day with ease because it's machine washable. Summer while. Sizes 10-16. 'Reg'd Con. T.M. 199 la diet' Sport i we or Quality Costs No More at Simpsons-Sears STORE HOURS: Open Dally 9 a.m. to p.m., Thuriday and Friday 9 to 9 p.m. Village TeTeprmns 328-9231 ;