In reading about the history of Miss America a while ago, I remember reading something about in the 1940s, Miss America was starting to be geared more towards education and scholarship. One of the head members wasn't happy with that--he wanted it to be more girls in swimsuits and pretty dresses, so he broke off and founded the Miss USA pageant, which is why it's the way it is today.
I'll see if I can find that info...
ETA:
from
www.missamerica.com
Quote:
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After winning the title, Miss Betbeze refused to pose in a swimsuit, which infuriated Catalina Swimwear, a major sponsor. Lenora Slaughter and the Board of Directors stood behind Yolande's decision, and Catalina Swimwear withdrew their support of The Miss America Pageant and began plans to start "Miss Universe" in 1952.
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from
www.pageantcenter.com
Quote:
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The new Miss America (1951) Yolande Betbeze, refuses to pose in a swimsuit, insisting that she is a classical singer, not a pin-up. Officials support her decision. Miffed, Catalina swimwear quits as a major sponsor of the Miss America Pageant and starts planning its own promotional vehicle, the sexier sister pageants, "Miss USA" and "Miss Universe."
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from
www.missusa.com
Quote:
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Who would have thought that a local "bathing beauty" competition spearheaded by Catalina Swimwear in Long Beach, CA would metamorphose into a landmark annual tradition with countless young women around the country vying to become Miss USA? As hundreds of millions of fans have watched in 125 different countries, the homegrown contest has evolved into a powerful, year-round, international organization that advances and supports opportunities for these role models.
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So it was the swimsuit company and they withdrew their sponsorship.