A Foot in Each Sphere: Christine Frederick and Early Twentieth‐Century Advertising

Abstract

The American advertiser has taught the American housewife to think constructively of her job.1Christine Frederick, 1929As we enter the twenty‐first century, Martha Stewart's web page proclaims her multi‐million‐dollar company, Martha Stewart Living Omnimedia, to be a “leading creator of original‘how to’content and related products for homemakers and other consumers.”2 Over the last 20 years, Stewart's enterprise, which targets primarily women consumers, has grown from a television show to an empire that includes books, magazines, radio broadcasts, a newspaper column, and Martha Stewart product lines sold in retail stores, through catalogs, and over the Internet.