MARC Record from marc_columbia

LEADER: 03053pam a22003134a 4500
001 5283909
005 20221110011123.0
008 041019t20052005nyua b 000 0 eng
010 $a 2004061566
020 $a0743265017
035 $a(OCoLC)ocm56880048
035 $a(NNC)5283909
035 $a5283909
040 $aDLC$cDLC$dYDX$dOrLoB-B
042 $apcc
050 00 $aTX649.C76$bM37 2005
082 00 $a641.5973$222
100 1 $aMarks, Susan.$0http://id.loc.gov/authorities/names/no2005041305
245 10 $aFinding Betty Crocker :$bthe secret life of America's first lady of food /$cSusan Marks.
260 $aNew York :$bSimon & Schuster,$c[2005], ©2005.
300 $a274 pages :$billustrations ;$c25 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
504 $aIncludes bibliographical references (p. 247-272).
520 1 $a"In 1945, Fortune Magazine named Betty Crocker the second most popular American woman, right behind Eleanor Roosevelt, and dubbed Betty America's First Lady of Food. Not bad for a gal who never actually existed." ""Born" in 1921 in Minneapolis, Minnesota, to proud corporate parents, Betty Crocker has grown, over eight decades, into one of the most successful branding campaigns the world has ever known. Now, at long last, she has her own biography. Finding Betty Crocker draws on six years of research plus an unprecedented look into the General Mills archives to reveal how a fictitious spokesperson was enthusiastically welcomed into kitchens and shopping carts across the nation." "The Washburn Crosby Company (one of the forerunners to General Mills) chose the cheery all-American "Betty" as a first name and paired it with Crocker, after William Crocker, a well-loved company director. Betty was to be the newest member of the Home Service Department, where she would be a "friend" to consumers in search of advice on baking - and, in an unexpected twist, their personal lives." "Soon Betty Crocker had her own national radio show, which, during the Great Depression and World War II, broadcast money-saving recipes, rationing tips, and messages of hope. Over 700,000 women joined Betty's wartime Home Legion program, while more than one million women - and men - registered for the Betty Crocker Cooking School of the Air during its twenty-seven-year run." "At the height of Betty Crocker's popularity in the 1940's, she received as many as four to five thousand letters daily, care of General Mills. When her first full-scale cookbook, Betty Crocker's Picture Cookbook, or "Big Red," as it is affectionately known, was released in 1950, first-year sales rivaled those of the Bible. Today, over two hundred products bear her name, along with thousands of recipe booklets and cookbooks, an interactive website, and a newspaper column."--BOOK JACKET.
600 10 $aCrocker, Betty.$0http://id.loc.gov/authorities/names/n80067014
650 0 $aCooking.$0http://id.loc.gov/authorities/subjects/sh2010008400
852 00 $bglx$hTX649.C76$iM37 2005
852 00 $bbar$hTX649.C76$iM37 2005