Miss Subways

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An advertisement for Miss Subways at the New York Transit Museum. NYC Transit Museum Miss Subways.jpg
An advertisement for Miss Subways at the New York Transit Museum.

"Miss Subways" was a title accorded to individual New York City women between 1941 and 1976 (revived in 2017). In the early years, the woman named Miss Subways appeared on posters in New York City Subway trains, along with a brief description of her. In 1957, with 14,000 placards within trains, it was estimated that 5.9 million people viewed Miss Subways, daily. [1] Around 200 women held the title during the 1941-76 program run by the New York Subways Advertising Company. [2]

Contents

Selection

Mona Freeman Miss Subways of May 1941 on TV with Cliff Robertson 20 years later Cliff Robertson Mona Freeman Two Worlds of Charlie Gordon 1961.JPG
Mona Freeman Miss Subways of May 1941 on TV with Cliff Robertson 20 years later

The method of selecting Miss Subways varied over time, typically taking the form of a beauty contest with the general rule that, to be eligible, a woman had to be a New York City resident who used the subway, herself. "John Robert Powers, the head of the modeling agency, selected the winners" until 1961 or 1962 and later "for some years, winners were chosen by the contest organizers." [3]

Before 1952, there were monthly selections of Miss Subways. From 1952 to 1957, candidates were picked every two months although "Mr. Powers once picked seven winners to reign side by side in the subway." [1] By 1957, they were all hand-picked based on how much they exuded a "girl next door" quality:

All Miss Subways have one thing in common. They look – or are supposed to look – like the girl next door. About 400 wholesome young things enter each of the three yearly contests. The winners are picked by John Robert Powers model agency millionaire. Mr. Powers says he wants "no glamour gal types or hand-painted masterpieces." Professional models, actresses and entertainers are taboo. Anyone else over 17 may enter. The Miss Subways have been secretaries, service women, nurses, sales girls, and receptionists. [1]

John Robert Powers was no longer involved in selection by 1963 when the contest changed to "public vote ... by post card." The first winner of the public vote was Ann Napolitano who was an executive secretary at the advertising agency Doyle, Dane & Bernbach. The New York Subways Advertising Company "redirected the contest to reflect the girl who works – what New York City is all about." [3] Winners were given bracelets with gold-plated (later, silver-plated) subway tokens." [4] Spaulding commented in 1971 that "Prettiness per se is passé. It's personality and interest pursuits that count" and described how "each contest attracts between 300 and 400 entries, submitted by family, friends and colleagues. About 30 are selected for a personal interview 'to judge personality and make certain that the submitted picture is a good likeness.' Most of the winners have been stenographers, clerks, receptionists and some have been teachers and stewardesses." [3]

Subsequent to the postcard system, winners were usually chosen by telephone-based voting, from among a group of nominees whose photos were placed on the subways. Title holders were photographed by the likes of James J. Kriegsmann who "specialized in pictures of stage and screen stars, but he also photographed ordinary people, including the women who appeared in the Miss Subways promotion for more than 30 years." [5]

In 2004, the Metropolitan Transportation Authority, in conjunction with the New York Post , brought back the program, now named "Ms. Subways," for one year only. A voting contest was held to determine the winner, Caroline Sanchez-Bernat, an actress. [6] Posters of "Ms. Subways" appeared with subway safety tips instead of biographical notes.

Significance

Miss Subways began as a way for the John Robert Powers Agency "to promote his models and for the New York Subways Advertising Company 'to increase eye traffic' for the adjoining...advertisements." [4] "The contest provided the main plot device of Leonard Bernstein's 1944 musical On The Town , in which a smitten sailor on leave searched for 'Miss Turnstiles.'" [4]

By 1945, the four-year anniversary of the contest was commemorated nationally in Life Magazine . [7] "Unlike Miss America, these queens represented the full spectrum of their constituency, mainly Irish, Italian, Latina and Jewish. Thelma Potter, who was studying at Brooklyn College at the time, was the first black Miss Subways 1947 (36 years before a black Miss America); the first Asian Miss Subways reigned in 1949." [2] Potter stated, "It was progressive.... It stirred things up a bit." [4]

The New York Subway Advertising Company was owned by Walter O'Malley, who moved the Brooklyn Dodgers to Los Angeles in 1958. [8] Bernard Spaulding, the sales director for the New York Subways Advertising Company, said in 1971 that Miss Subways "was a World War II pinup phenomenon and then lost social significance." [9] Miss Subways, however, was of "mythic significance to many," with Mayor Ed Koch saying in 1979:

Even now, I can sit in the subway, and look up at the ads, and close my eyes, and there's Miss Subways", he said. "She wasn't the most beautiful girl in the world but she was ours. She was our own Miss America." [10]

In 1983, when there were public calls for the contest to continue, a Metropolitan Transportation Authority representative stated that it would be "irrelevant and socially unacceptable," and thus not viable, to restart Miss Subways. [4] Tn 2004, journalist Melanie Bush commented:

[The] posters were also covertly feminist, sometimes shockingly so, even to [Bush], a child of the 70s. From the first ('Mona Freeman, wants to be a top notch freelance illustrator') to the last ('Heidi Hafner ... Her goal: a flight instructor's rating'), they focused on women's ambitions, and in the 1940s or the 70s or [2000s], that's a rare rose to find clamped in the teeth of mass advertising. Yet there it was, and there it more or less firmly remained, probably because the contest was structured during World War II, when more than three million women were offered paying work for the first time, and were thus riding the subways, not to mention operating them, in much greater numbers than before.

The posters were at their most radical during the war years, and equally reflect women's later return to the home. Miss Subways' journey tracks a clear underground parallel to the prescribed roles of her sisters' above: While the civilian women of World War II may have been crucial to the work force, the purpose of housewives, as Betty Friedan puts it, 'is to buy more things for the house.'

From the exhilarating peak of December 1942's Marguerite McAuliffe, 'whose aim is to be a doctor as good as her dad,' and November 1943's Cecile Woodley, whose 'main interests are her job and the Navy ... enthusiastically O.K.'s skiing, Mozart and Katharine Hepburn,' we slide submissively toward Irene Scheidt, June 1950, whose 'fondest hope is a trip to Bermuda.' Then up we go again to Eleanor Nash, November 1960, 'young, beautiful, and expert with a rifle.' ... What I waited for each new month was: What did she do? What were her goals? The Miss Subways I wanted to be was the airplane pilot. Or how about 'travel writer'? 'Scientist'? 'Surgeon'? ... Maybe next month she'd plan to be an astronaut. Or president!

What was actually going on here, I saw, was women, real New York women, talking to each other about their intentions and transmitting these messages through the medium of some men's advertising campaign. [2]

Ellen Hart Sturm, owner of the New York diner Ellen's Stardust Diner, was Miss Subways in 1959; her diner features photos of many past Miss Subways on the walls.

Revival of "Miss Subways"

In 2017, the "Miss Subways Pageant" was resurrected and produced by The City Reliquary in the backyard of the museum. To update the event for the twenty-first century, the competition was open to all genders, body types, and ages. A panel of local celebrity judges including NY1 reporter Roger Clark awarded the title, sash, and crown to performance artist Lisa Levy. Levy campaigned on a platform of being the first postmenopausal Miss Subways. [11] Miss Congeniality, an addition to the original pageant, was taken by Suzie Sims-Fletcher, a communications consultant. In 2018, The Riders Alliance joined the City Reliquary as a co-organizer of the event. The 2018 winner was Parker MacLure, a government employee who competed in drag. [12] [13] The event was hosted at Littlefield in Gowanus. Miss Subways returned to Littlefield for the 2019 event. The winner this year was Dylan Greenberg, a trans queer musician and director who fronts the band Theophobia. [14]

The event went on hiatus with the onset of the COVID-19 pandemic and was not presented in 2020, 2021, or 2022. In 2023, the City Reliquary revived the event at the Sideshows by the Seashore Theater of Coney Island USA, [15] [16] no longer in partnership with Riders Alliance. The event was emceed by Maggie McMuffin, 2023 Miss Coney Island. The winner of the 2023 Miss Subways crown was Harmony "Hardcore" Vehling, a marketing manager. [17] 2023 celebrity judges included Greg Young from The Bowery Boys podcast, New York Nico, Miss Subways 2017 Lisa Levy, New York City artist Reverend Jen Miller, and Maxine the Fluffy Corgi. [18]

List of "Miss Subways" title-holders

Term startedTerm endedNameNotes
1 April 194130 April 1941
1 May 194131 May 1941 Mona Freeman [19] "the second Miss Subways" [7]
1 June 194130 June 1941
1 July 194131 July 1941
1 August 194131 August 1941
1 September 194130 September 1941
1 October 194131 October 1941 Helen Borgia (two title holders for October 1941, second unknown) [7]
1 November 194130 November 1941 Muriel Schott (aka Suzanne Saunders) [7]
1 December 194131 December 1941 Ruth Ericsson [19]
1942 Rita Ryan (Mrs. Brunel) [20]
1 February 194228 February 1942
1 March 194231 March 1942 Elaine Kusins [7]
1 April 194230 April 1942
1 May 194231 May 1942
1 June 194230 June 1942 Dorothea Mate (Mrs. Michael) [21]
1 July 194231 July 1942
1 August 194231 August 1942 Rosemary Gregory [7]
1 September 194230 September 1942Evelyn Clark
1 October 194231 October 1942
1 November 194230 November 1942 Cecile Woodley "main interests are her job and the Navy ... enthusiastically O.K.'s skiing, Mozart and Katharine Hepburn" [2]
1 December 194231 December 1942 Marguerite McAuliffe "whose aim is to be a doctor as good as her dad" [2]
1 January 194331 January 1943
1 February 194328 February 1943 Connie Sameth
1 March 194331 March 1943Vita Monterosso
1 April 194330 April 1943
1 May 194330 May 1943
1 June 194330 June 1943 Evelyn Friedman [7]
1 July 194331 July 1943
1 August 194330 August 1943 Tera Kathryn Davis [7]
1 September 194330 September 1943
1 October 194331 October 1943
1 November 194330 November 1943
1 December 194331 December 1943
1944 Helen Mazley Kenny [1]
1 February 194428 February 1944 Joan Cashman
1 March 194431 March 1944 Eileen Henry [7]
1 April 194430 April 1944 Joan Vohs [1]
1 May 194431 May 1944 Dawna Clawson ; Doris Clawson ; Dorothy Clawson
1 June 194430 June 1944 Winifred McAleer [22]
1 July 194430 July 1944 Peggy Healy [7]
1 August 194431 August 1944 Mary Radchuck [7]
1 September 194430 September 1944
1 October 194431 October 1944
1 November 194430 November 1944
1 December 194431 December 1944
1 January 194531 January 1945
1 February 194528 February 1945
1 March 194531 March 1945
1 April 194530 April 1945 Rita Cuddy [7] (Aug. 6, 1923 – Oct. 18, 2003)
1 May 194531 May 1945
1 June 194530 June 1945
1 July 194531 July 1945
1 August 194531 August 1945
1 September 194530 September 1945
1 October 194531 October 1945
1 November 194530 November 1945
1 December 194531 December 1945
1 January 194631 January 1946
1 February 194628 February 1946
1 March 194631 March 1946
1 April 194630 April 1946
1 May 194631 May 1946
1 June 194630 June 1946
1 July 194631 July 1946 Enid Berkowitz [22]
1 August 194631 August 1946
1 September 194630 September 1946
1 October 194631 October 1946
1 November 194630 November 1946 Kay Landing
1 December 194631 December 1946
1 January 194731 January 1947
1 February 194728 February 1947
1 March 194731 March 1947
1 April 194730 April 1947
1 May 194731 May 1947
1 June 194730 June 1947
1 July 194731 July 1947
1 August 194731 August 1947
1 September 194730 September 1947
1 October 194731 October 1947 Merry Condon
1 November 194730 November 1947
1 December 194731 December 1947 Gene Farley
1 January 194831 January 1948
1 February 194828 February 1948
1 March 194831 March 1948
1 April 194830 April 1948 Thelma Porter
1 May 194831 May 1948
1 June 194830 June 1948
1 July 194831 July 1948
1 August 194831 August 1948
1 September 194830 September 1948
1 October 194831 October 1948
1 November 194830 November 1948
1 December 194831 December 1948
1949 Elaine Levine [23]
1 February 194928 February 1949
1 March 194931 March 1949 Dorothy Nolan
1 April 194930 April 1949
1 May 194931 May 1949
1 June 194930 June 1949
1 July 194931 July 1949
1 August 194931 August 1949
1 September 194930 September 1949
1 October 194931 October 1949
1 November 194930 November 1949 Helen Lee
1 December 194931 December 1949
194? Patricia Burke (Miss Subways) [24]
1950 Margie Marra [25]
28 F 1 February 1950February 1950 Saralee Singer [21]
1 March 195031 March 1950 Angela Vorsteg Norris
1 April 195030 April 1950
1 May 195031 May 1950
1 June 195030 June 1950 Irene Scheidt "fondest hope is a trip to Bermuda" [2]
1 July 195031 July 1950
1 August 195031 August 1950
1 September 195030 September 1950
1 October 195031 October 1950
1 November 195031 November 1950
1 December 195031 December 1950
1 January 195131 January 1951 Yolanda Revson [19] "the first Latin descent Miss Subways" [7]
1 February 195128 February 1951
1 March 195131 March 1951
1 April 195130 April 1951
1 May 195131 May 1951
1 June 195130 June 1951
1 July 195131 July 1951
1 August 195131 August 1951
1 September 195130 September 1951Jean Hagen
1 October 195131 October 1951Jean Hagen
1 November 195130 November 1951
1 December 195131 December 1951
1 January 195228 February 1952
1 March 195230 April 1952 Peggy Byrne [22]
1 May 195230 June 1952
1 July 195231 August 1952
1 September 195231 October 1952
1 November 195231 December 1952
1 January 195328 February 1953
1 March 195330 April 1952 Yolanda Revson [22]
1 May 195330 June 1953 Mary Gardiner [22]
1 July 195331 August 1953
1 September 195331 October 1953
1 November 195331 December 1953
1 January 195428 February 1954
1 March 195430 April 1954
1 May 195430 June 1954 Juliette Rose Lee
1 July 195431 August 1954
1 September 195431 October 1954
1 November 195431 December 1954
19551955 Phyllis Johnson [22]
1 March 195530 April 1955
1 May 195530 June 1955
1 July 195531 August 1955
1 September 195531 October 1955
1 November 195531 December 1955 Marie Leonard [1]
1 January 195628 February 1956
1 March 195630 April 1956
1 May 195630 June 1956
1 July 195631 August 1956
1 September 195631 October 1956Eleanor Ward
1 November 195631 December 1956 Doris Mermel
Before 1957Terry Flannigan [1]
Before 1957 Jean Grogan [1]
Before 1957 Nancy Seris [1]
1 January 195728 February 1957
1 March 195730 April 1957
1 May 195730 June 1957
1 July 195731 August 1957
1 September 195731 October 1957
1 November 195731 December 1957
1958 Kathryn Keeler ; Mary Keeler [6]
1 March 195830 April 1958Eleanor Galanis
1 January 195928 February 1959
1 March 195930 April 1959 Ellen Hart [22]
1 May 195930 June 1959
1 July 195931 August 1959
1 September 195931 October 1959
1 November 195931 December 1959
1 January 196028 February 1960
1 March 196030 April 1960
1 May 196030 June 1960
1 July 196031 August 1960 Barbara Butler
1 September 196031 October 1960
1 November 196031 December 1960 Eleanor Nash "young, beautiful, and expert with a rifle" [2]
1 January 1961-Dolores Mitchell28 February 1961-Dolores Mitchell Dolores Mitchell
Before 1962 Kathy Dempsey [26]
1 March 196130 April 1961
1 May 196130 June 1961
1 July 196131 August 1961
1 September 196131 October 1961
1 November 196131 December 1961
1 January 196228 February 1962 Evelyn Tasch [26]
19621962 Sally Pishney [22]
1 March 196231 April 1962
1 September 196330 September 1963 Carole Nealon [22]
1 January 196431 March 1964 Sanora Selsey
1965 Judith Marshall [3]
1966 Carol Price [3]
1 December 196731 January 1968 Neddy Garde [21]
1 February 196831 August 1968 Maureen Walsh [21]
1 January 197130 June 1971 Patricia Shilling [3]
1 January 197130 June 1971 Linda Heilbronn [3]
1 May 197431 July 1974 Sonia Dominguez [21]
31 October 1974May 1975 Marcia Kilpatrick
1 April 197531 October 1975 Ayana Lawson [21]
Before 1976 Josephine Lazzaro [4]
Before 1976 Donna Demarta [4]
Before 1976 Barbara Peer [4] "winner ... was mugged on the subway" [4]
1976 (last) Heide Hafner [4]
2004 (honorary) Caroline Sanchez-Bernat [6]
2017 Lisa Levy [14] Suzie Sims-Fletcher, Miss Congeniality [14]
2018 Parker MacLure [14] Charlie Battersby, Miss Congeniality [14]
2019 Dylan Greenberg [14] Traci Cappiello, Miss Congeniality [14]
2023Harmony "Hardcore" VehlingMiz E with a Z and Chantelle, tie Miss Congeniality

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References

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Further reading