Remembering the DSR's...
"MISS DSR"
CAMPAIGN
"MISS DSR"
CAMPAIGN
Did you know??? ...That for over twenty-seven years the DSR ran a monthly promotional campaign which featured
different "glamor girls" from across the city? That long-running public relations campaign was know as "Miss DSR." The
PR gimmick originated back in 1946, and would feature women of various backgrounds, whose portraits were displayed
on pocket-size cards displaying the heading, "Miss DSR says." These cards were distributed through the "Take One"
racks, which were located on DSR streetcars, trolley-coaches and buses.
The very first Miss DSR was a then seventeen year old MacKenzie High School senior--who was also an aspiring model--
named Marlyss Pascoe, who was selected the Miss DSR of June 1946. According to The Detroit News--in a June,
different "glamor girls" from across the city? That long-running public relations campaign was know as "Miss DSR." The
PR gimmick originated back in 1946, and would feature women of various backgrounds, whose portraits were displayed
on pocket-size cards displaying the heading, "Miss DSR says." These cards were distributed through the "Take One"
racks, which were located on DSR streetcars, trolley-coaches and buses.
The very first Miss DSR was a then seventeen year old MacKenzie High School senior--who was also an aspiring model--
named Marlyss Pascoe, who was selected the Miss DSR of June 1946. According to The Detroit News--in a June,
1973 newspaper article which profiled the first Miss DSR--it was stated that an average of
sixty entries per month were sent in by girls seeking to be selected. The Detroit News also
mentioned that since that first Miss DSR in 1946, a line of 311 young women -- including
175 brunets, 122 blonds and 14 redheads -- have held the title of "Miss D.S.R."
In the early years, all of the Miss DSR winners were rewarded with a one month display of
her portrait on interior car advertising cards and a one month riding pass, good on all DSR
buses and streetcars. Those riding passes, however, were later extended to one year. In
addition, the local papers also ran monthly announcements featuring the current winner.
Each month, a "Miss DSR says" card would provide profile information on each monthly
winner, in addition to DSR rider information, service updates, and other "big" happenings
around town. Back in that day, public transportation played an important role in the lives
of many Detroiters, and whenever the DSR made any decision that affected its riders the
event was always covered in the press. Consequently, whenever the DSR promoted itself,
whether it was with new buses, inaugurating new bus lines, or whatever, the current Miss
DSR was always present.
The "Miss DSR" promotion was originally patterned after a very similar "Miss Subways"
campaign that was held in New York City, and managed to survive through the remaining
DSR years. However, the campaign faded away with the DSR after DDOT came along in
1974. Although it would probably be considered politically incorrect by today's standards,
the campaign was a great PR gimmick back in the day, and no doubt the free "take-one"
cards portraying attractive young women were a definite attention getter.
sixty entries per month were sent in by girls seeking to be selected. The Detroit News also
mentioned that since that first Miss DSR in 1946, a line of 311 young women -- including
175 brunets, 122 blonds and 14 redheads -- have held the title of "Miss D.S.R."
In the early years, all of the Miss DSR winners were rewarded with a one month display of
her portrait on interior car advertising cards and a one month riding pass, good on all DSR
buses and streetcars. Those riding passes, however, were later extended to one year. In
addition, the local papers also ran monthly announcements featuring the current winner.
Each month, a "Miss DSR says" card would provide profile information on each monthly
winner, in addition to DSR rider information, service updates, and other "big" happenings
around town. Back in that day, public transportation played an important role in the lives
of many Detroiters, and whenever the DSR made any decision that affected its riders the
event was always covered in the press. Consequently, whenever the DSR promoted itself,
whether it was with new buses, inaugurating new bus lines, or whatever, the current Miss
DSR was always present.
The "Miss DSR" promotion was originally patterned after a very similar "Miss Subways"
campaign that was held in New York City, and managed to survive through the remaining
DSR years. However, the campaign faded away with the DSR after DDOT came along in
1974. Although it would probably be considered politically incorrect by today's standards,
the campaign was a great PR gimmick back in the day, and no doubt the free "take-one"
cards portraying attractive young women were a definite attention getter.
| Click-on the above image to view both sides of a typical pocket-size "Miss DSR" card. |
To help spark a few memories, we've included a few examples of those "Miss DSR says ---" pocket-cards below. Who
knows, someone just might even recognize one of the women featured below.....
knows, someone just might even recognize one of the women featured below.....
(Please click-on the above images to view a larger, more detailed version.)
Some information included in the above article courtesy of The Detroit News, June 1973, article titled "1st Miss DSR - A glamor girl
turns housewife" (newspaper clipping courtesy of Stanley Sycko), and from other miscellaneous DSR sources.
turns housewife" (newspaper clipping courtesy of Stanley Sycko), and from other miscellaneous DSR sources.
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© 2006 (PAGE LAST MODIFIED ON 03-03-07)
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| MS. LINDA GLOVER Former "Miss DSR" - January 1972 |
| DETROIT TRANSIT HISTORY |
| DETROIT TRANSIT HISTORY |
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| The web-site which takes a look back at the History of Public Transportation in and around the City of Detroit. |