A 1962 article in Reporting, a newsletter published by the International Council of Industrial Editors (ICIE), a trade association for corporate communicators, explains why and how editors should handle “cheesecake” in their publications.
“If a picture idea comes along that calls for a pretty girl by all means take advantage of it, but don’t push pretty girls into pictures that are obviously exaggerated or ridiculous,” the article’s two authors, both men, wrote.
“Use models with a company tie-in whenever possible,” they continued. “An alert editor should have no trouble in finding plenty of professional model material among employees, and employee’s wives and daughters. … Don’t settle for girls that are not photogenic or who would be out of place in a bathing suit.”
The authors were editors of The Forecaster, a weekly newsletter for Union Carbide’s Texas City plant. Their article in Reporting is a sort of how-to for their peers.
Here’s an example they shared from The Forecaster of an employee’s daughter taking part in the Miss Fishing Rodeo contest:
The story also features a full-page of other examples of “cheesecake”: