Toronto's thirst for cooking methods and recipes drew increasingly larger crowds at the Consumers' Gas Company Cooking School. The weekly radio show audience also growing was not being unnoticed. Who was this Jessie Read and why do women love to hear what she has to say?
We can only look to the historical references we have in our family archives to better understand how popular Jessie Read had become in the greater Toronto area in the 1930's. Her career was on fire and it was only a matter of time before someone was going to realize the value in the brand she had created. In 1934 Jessie was recruited to lead a food column in the Toronto Evening Telegram, the second largest paper in circulation in Canada at the time. This was another significant step in Mrs. Read's budding career. Leaving the Consumers' Gas Company Cooking School she was ready to sink her chops into print media.
The column Three Meals A Day was born April 2, 1934 and Toronto ate it up. Jessie provided helpful recipes and suggestions in her daily cooking column along side Emily Post (social customs) Lois Leeds (beauty) and the very popular syndicated Dorthy Dix as part of the Woman's Page in the Telegram. It became a big hit and no doubt it was one of the ways that the Evening Telegram was aiming to compete with the rising Toronto Star after losing top circulation to them in 1932.
This is an example of one of her newspaper columns 5 years later.