Adelaide Hawley Cumming
Encyclopedia
Adelaide Hawley Cumming (March 6, 1905 - December 21, 1998) was a vaudeville
performer, radio host, living trademark for General Mills
, and teacher.
at the University of Rochester
, and later joined with two friends to form a vaudeville trio, "Red, Black and Gold", with hair dyed accordingly.
From 1937 to 1950, she was host of the Adelaide Hawley Program first on NBC Radio and then on CBS Radio
. A daily news and talk radio show, it was broadcast nationwide, attracting an estimated 3 million listeners. She also hosted the TV show Fashions on Parade
on DuMont
from 1948 to 1949, and on ABC
in 1949.
", as a living trademark
for General Mills
. Billed as America's First Lady of Food., she became the most recognizable woman in America
, second only to Eleanor Roosevelt
. Her half-hour Betty Crocker Show was shown on CBS from 1950 to 1952, followed by Betty Crocker Star Matinee and Bride and Groom, both for ABC in 1952. She did walk-on commercials during the George Burns
and Gracie Allen
comedy series, introduced by lines such as, I don't know how to bake a cake, Gracie, but here is Betty Crocker to show us how.
In 1964, seeking a more sophisticated image, General Mills dropped Cumming.
in 1967.
In a 1997 interview, Cumming, a feminist in private life, recalled instructing her daughter to tell curiosity-seekers that "I am the current incarnation of a corporate image. That'll shut them up".
Her first husband, Mark Hawley, was an announcer and was known as the voice of the Pathe Newsreels. She and her husband were charter members of the American Federation of Radio Artists, now the American Federation of Television and Radio Artists
.
She moved to the Pacific Northwest with her second husband, Naval Air Cmdr. Laurence Gordon Cumming, and taught English as a second language, which she continued until December 18, 1998, giving her final class three days before her death. Cumming died on December 21, 1998 at Harrison Hospital, Bremerton, Washington
, aged 93.
Vaudeville
Vaudeville was a theatrical genre of variety entertainment in the United States and Canada from the early 1880s until the early 1930s. Each performance was made up of a series of separate, unrelated acts grouped together on a common bill...
performer, radio host, living trademark for General Mills
General Mills
General Mills, Inc. is an American Fortune 500 corporation, primarily concerned with food products, which is headquartered in Golden Valley, Minnesota, a suburb of Minneapolis. The company markets many well-known brands, such as Betty Crocker, Yoplait, Colombo, Totinos, Jeno's, Pillsbury, Green...
, and teacher.
Early career
Cumming studied piano and voice at the Eastman School of MusicEastman School of Music
The Eastman School of Music is a music conservatory located in Rochester, New York. The Eastman School is a professional school within the University of Rochester...
at the University of Rochester
University of Rochester
The University of Rochester is a private, nonsectarian, research university in Rochester, New York, United States. The university grants undergraduate and graduate degrees, including doctoral and professional degrees. The university has six schools and various interdisciplinary programs.The...
, and later joined with two friends to form a vaudeville trio, "Red, Black and Gold", with hair dyed accordingly.
From 1937 to 1950, she was host of the Adelaide Hawley Program first on NBC Radio and then on CBS Radio
CBS Radio
CBS Radio, Inc., formerly known as Infinity Broadcasting Corporation, is one of the largest owners and operators of radio stations in the United States, third behind main rival Clear Channel Communications and Cumulus Media. CBS Radio owns around 130 radio stations across the country...
. A daily news and talk radio show, it was broadcast nationwide, attracting an estimated 3 million listeners. She also hosted the TV show Fashions on Parade
Fashions on Parade
Fashions on Parade is an American fashion-themed television series that aired on the now-defunct DuMont Television Network Fridays at 8pm EST from November 4, 1948 to April 24, 1949, then broadcast on ABC from April 27 to June 29, 1949...
on DuMont
DuMont Television Network
The DuMont Television Network, also known as the DuMont Network, DuMont, Du Mont, or Dumont was one of the world's pioneer commercial television networks, rivalling NBC for the distinction of being first overall. It began operation in the United States in 1946. It was owned by DuMont...
from 1948 to 1949, and on ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...
in 1949.
Betty Crocker and General Mills
From 1949 to 1964, she played "Betty CrockerBetty Crocker
Betty Crocker AKA: batter witch is a cultural icon, as well as brand name and trademark of American Fortune 500 corporation General Mills. The name was first developed by the Washburn Crosby Company in 1921 as a way to give a personalized response to consumer product questions. The name Betty was...
", as a living trademark
Trademark
A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
for General Mills
General Mills
General Mills, Inc. is an American Fortune 500 corporation, primarily concerned with food products, which is headquartered in Golden Valley, Minnesota, a suburb of Minneapolis. The company markets many well-known brands, such as Betty Crocker, Yoplait, Colombo, Totinos, Jeno's, Pillsbury, Green...
. Billed as America's First Lady of Food., she became the most recognizable woman in America
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, second only to Eleanor Roosevelt
Eleanor Roosevelt
Anna Eleanor Roosevelt was the First Lady of the United States from 1933 to 1945. She supported the New Deal policies of her husband, distant cousin Franklin Delano Roosevelt, and became an advocate for civil rights. After her husband's death in 1945, Roosevelt continued to be an international...
. Her half-hour Betty Crocker Show was shown on CBS from 1950 to 1952, followed by Betty Crocker Star Matinee and Bride and Groom, both for ABC in 1952. She did walk-on commercials during the George Burns
George Burns
George Burns , born Nathan Birnbaum, was an American comedian, actor, and writer.He was one of the few entertainers whose career successfully spanned vaudeville, film, radio, television and movies, with and without his wife, Gracie Allen. His arched eyebrow and cigar smoke punctuation became...
and Gracie Allen
Gracie Allen
Grace Ethel Cecile Rosalie Allen , known as Gracie Allen, was an American comedian who became internationally famous as the zany partner and comic foil of husband George Burns...
comedy series, introduced by lines such as, I don't know how to bake a cake, Gracie, but here is Betty Crocker to show us how.
In 1964, seeking a more sophisticated image, General Mills dropped Cumming.
Later life
After being dropped by General Mills, she returned to school, earning a doctoral degree in speech education from New York UniversityNew York University
New York University is a private, nonsectarian research university based in New York City. NYU's main campus is situated in the Greenwich Village section of Manhattan...
in 1967.
In a 1997 interview, Cumming, a feminist in private life, recalled instructing her daughter to tell curiosity-seekers that "I am the current incarnation of a corporate image. That'll shut them up".
Her first husband, Mark Hawley, was an announcer and was known as the voice of the Pathe Newsreels. She and her husband were charter members of the American Federation of Radio Artists, now the American Federation of Television and Radio Artists
American Federation of Television and Radio Artists
The American Federation of Television and Radio Artists is a performers' union that represents a wide variety of talent, including actors in radio and television, as well as radio and television announcers and newspersons, singers and recording artists , promo and voice-over announcers and other...
.
She moved to the Pacific Northwest with her second husband, Naval Air Cmdr. Laurence Gordon Cumming, and taught English as a second language, which she continued until December 18, 1998, giving her final class three days before her death. Cumming died on December 21, 1998 at Harrison Hospital, Bremerton, Washington
Bremerton, Washington
Bremerton is a city in Kitsap County, Washington, United States. The population was 38,790 at the 2011 State Estimate, making it the largest city on the Olympic Peninsula. Bremerton is home to Puget Sound Naval Shipyard and the Bremerton Annex of Naval Base Kitsap...
, aged 93.