Saturday’s ad is for “Rheingold Beer,” from 1957. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. Margie McNally was elected as Miss Rheingold 1957. She was born Margaret McNally on June 24, 1935, and grew up in Flushing, Queens, New York. She became a model and later married automobile publisher Robert E. Peterson in 1963. Together they had two sons, but the died tragically in a plane crash at ages 10 and 11, and thereafter she became active in charities for youth causes. In 1994, they opened the Petersen Auto Museum in Los Angeles, which is still open today. She passed away in 2011, at age 76. In this ad, from February, Miss Rheingold 1957, Margie McNally, has a Dalmatian pup on her lap, sitting in a firehouse museum.

And here’s a slightly different version of the same ad:

Friday’s ad is for “Rheingold Beer,” from 1957. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. Margie McNally was elected as Miss Rheingold 1957. She was born Margaret McNally on June 24, 1935, and grew up in Flushing, Queens, New York. She became a model and later married automobile publisher Robert E. Peterson in 1963. Together they had two sons, but the died tragically in a plane crash at ages 10 and 11, and thereafter she became active in charities for youth causes. In 1994, they opened the Petersen Auto Museum in Los Angeles, which is still open today. She passed away in 2011, at age 76. In this ad, from January, Miss Rheingold 1957, Margie McNally, is holding her skis and is about to board a train. But not just any train, the engine is the “Silverton,” and the rest is “the pride of the Rio Grande — the California Zephyr streamliner. This is the same ad as yesterday, except that this one is a double truck ad, meaning it was published to run on two consecutive pages, making it a very large ad, especially in a magazine.

Thursday’s ad is for “Rheingold Beer,” from 1957. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. Margie McNally was elected as Miss Rheingold 1957. She was born Margaret McNally on June 24, 1935, and grew up in Flushing, Queens, New York. She became a model and later married automobile publisher Robert E. Peterson in 1963. Together they had two sons, but the died tragically in a plane crash at ages 10 and 11, and thereafter she became active in charities for youth causes. In 1994, they opened the Petersen Auto Museum in Los Angeles, which is still open today. She passed away in 2011, at age 76. In this ad, from January, Miss Rheingold 1957, Margie McNally, is holding her skis and is about to board a train. But not just any train, the engine is the “Silverton,” and the rest is “the pride of the Rio Grande — the California Zephyr streamliner. This is the same ad as yesterday, except that this one is a double truck ad, meaning it was published to run on two consecutive pages, making it a very large ad, especially in a newspaper.

Tuesday’s ad is for “Rheingold Beer,” from 1956. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. Margie McNally was elected as Miss Rheingold 1957. She was born Margaret McNally on June 24, 1935, and grew up in Flushing, Queens, New York. She became a model and later married automobile publisher Robert E. Peterson in 1963. Together they had two sons, but the died tragically in a plane crash at ages 10 and 11, and thereafter she became active in charities for youth causes. In 1994, they opened the Petersen Auto Museum in Los Angeles, which is still open today. She passed away in 2011, at age 76. In this newspaper item, from December 27, 1956, the article takes a local girl makes good angle in announcing a Brooklyn girl won the contest for Miss Rheingold 1957.

Monday’s ad is for “Rheingold Beer,” from 1956. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. Margie McNally was elected as Miss Rheingold 1957. She was born Margaret McNally on June 24, 1935, and grew up in Flushing, Queens, New York. She became a model and later married automobile publisher Robert E. Peterson in 1963. Together they had two sons, but the died tragically in a plane crash at ages 10 and 11, and thereafter she became active in charities for youth causes. In 1994, they opened the Petersen Auto Museum in Los Angeles, which is still open today. She passed away in 2011, at age 76. In these newspaper items, from December 14th and 15th of 1956, the stories are announcing her win with short stories, often using the same stock photograph.

Saturday’s ad is for “Rheingold Beer,” from 1956. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. In this ad, from August, the six finalists for Miss Rheingold 1957 are shown and asking the beer-buying public to “which will you elect Miss Rheingold 1957?,” adding “Pick the girl who’ll win a contest worth $50,000.” The finalists this year were Tami Conner, Beverly Christenson, Suzy Ruel, Kathleen Wallace, Margie McNally, and Diane Baker.

Friday’s ad is for “Rheingold Beer,” from 1956. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. In this ad, from August, the six finalists for Miss Rheingold 1957 are shown and asking the beer-buying public to “which will you elect Miss Rheingold 1957?” The finalists this year were Tami Conner, Beverly Christenson, Suzy Ruel, Kathleen Wallace, Margie McNally, and Diane Baker.

Wednesday’s ad is for “Rheingold Beer,” from 1956. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. In this promotional photo, from August, the six finalists for Miss Rheingold 1957 are shown lying on the ground in a circle, another example of a promotional photo sent to the media to use in potential stories about the contest.

Tuesday’s ad is for “Rheingold Beer,” from 1956. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. In this promotional photo, from August, the six finalists for Miss Rheingold 1957 are shown holding two frames, which was sent to media to use in potential stories about the contest. and asking “Which will you elect?” The original caption read:

Finalists In “Miss Rheingold Contest.” The lovely half dozen finalists in the 18th annual “Miss Rheingold” Contest make a beautiful picture, even without the frames, none of them will become “Miss Rheingold of 1957” in the election that begins on August 13 and runs through September 28. From left are Suzy Ruel, Riverside, California; Diane Baker, Hollywood, California; Kathleen Wallace, New York City; Tamie Conner, Meadville, Pennsylvania, now of Los Angeles, California; Margie McNally, Brooklyn, New York, and Beverly Christensen, Omaha, Nebraska, currently of Los Angeles.

And below is one instance of how the photograph was used in print.