The News had put so much emphasis on its women’s pages at its launch, that it was dismissed by scoffers as the “shopgirl’s bible.” The Patterns section was particularly popular; many women made clothes for themselves or their kids back then, even in New York City.
On April 14, Edna Ferguson reported in the News that 1946 was a bumper year for plastic shoes for the "well-clad girl." An average of four pair per potential customer were being produced. She identified three types: clear; plastic patent in red or black; and embossed or simulated leather. They retailed from $6.50 to $18.50. Plastic handbags also were available from $4.95 to $10 but fancier ones went for as much as $35. Plastic ruled since it was slim pickings on leather for manufacturers.
Beauty editor Antoinette Donnelly asserted that a woman did not come into her full beauty until age 30. Her examples were the actresses Paulette Goddard, Joan Bennett and Joan Crawford. Donnelly, writing in her personal advice column under the pen name of Doris Blake, quoting Jesuit writer Dr. Daniel A. Lord, advised that people should look on marriage as a career choice and not a romantic lark to be easily broken.
Bettina Bedwell reported on the season’s new Easter hats, a diverse assortment of styles this year. Most women covered their heads in 1946 when they were in public. Some were choosing a twenties retro look. Straw was back after a wartime absence. Beige and pastels were big. The season's hats tended to be lighter weight, showing more of the face and hair. The hats illustrated were from Braagard, Lilly Dache, Tatiana du Plessix and Sally Victor.
Willella de Campi devoted her Interior Decoration column to industrial designer Belle Kogan who had a new line of decorative pottery in white, blossom pink or soft green, priced at 50 cents at less.
Mrs L. Scott of Milwaukee was the $5 daily recipe winner for her pork and egg casserole. Hard-boiled eggs as an ingredient or garnish was a part of many meals back then.
Gladys Bevans advised parents to “act wisely in dealing with untruths.”
“A Friend in Need,”a column by “Sally Joy Brown,” solicited for discarded clothing for families in need. Brown was also looking for homes for puppies and kittens. Generally the column featured requests for help from some needy soul who applied in person or by letter. “Sally Joy Brown” did not actually exist and according to John Chapman’s history of the newspaper, many a male reporter had served as "Sally Joy Brown," particularly during the pre-Christmas season when the requests were heaviest. The column also distributed donations from individuals who were kept anonymous.
Two other News bylines that actually were pen names were etiquette columnist “Elinor Ames” and society reporter “Nancy Randolph.” “The Correct Thing” had been a daily photo feature since 1932. On this Sunday, “Ames” warned that students who pushed or shoved or "cut up" while waiting for a public conveyance were annoying to adults and could cause an accident. The photo showed a group of miscreants in action. “Nancy Randolph” reported on the socially prominent weddings of the weekend.
The newspaper also had several regular features less specifically aimed at women reader. Dr. Theodore R. Van Dellen wrote a medical column, which that day was devoted to the various causes of fainting. The paper had a gardening column by Alva Taylor and “Your Stars Today,” horoscopes by Marion Drew.
Like most newspapers, the News jumped on the crossword fad in the 1920s and it was still a regular feature in 1946.
The “Service Men's Service” was a Q&A advice column for men and women in uniform. Chapman wrote that it had started within a month after Pearl Harbor and employed a staff of 12 to handle inquiries from servicemen and their families. It was still running in April 1946.