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Martha Van Rensselaer and the Delineator 's homemaking department

Martha Van Rensselaer and the Delineator 's homemaking department Purpose – The purpose of this paper is to look at the role played by home economists in providing information to consumers about household products. The work of home economist and educator Martha Van Rensselaer is reviewed, specifically her time as editor of the homemaking department of women's magazine Delineator from 1921‐1926. Design/methodology/approach – The paper used qualitative analysis of the content of the homemaking department under Van Rensselaer as well as quantitative analysis of the advertising during those years. Documents from several manuscript collections were used as well. Findings – Content analysis showed a shift over the years from 1921‐1926 from broader social themes to greater emphasis on specific homemaking tasks. Ads were regularly placed next to related editorial content, but under Van Rensselaer no brand names were mentioned editorially. Research limitations/implications – Since this research focused on one magazine, comparison with homemaking departments in other women's journals at this time would provide useful context. Originality/value – The specific example provided illuminates the evolving relationship between advertisers, home economists, media and consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Martha Van Rensselaer and the Delineator 's homemaking department

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References (12)

Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/JHRM-03-2013-0013
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to look at the role played by home economists in providing information to consumers about household products. The work of home economist and educator Martha Van Rensselaer is reviewed, specifically her time as editor of the homemaking department of women's magazine Delineator from 1921‐1926. Design/methodology/approach – The paper used qualitative analysis of the content of the homemaking department under Van Rensselaer as well as quantitative analysis of the advertising during those years. Documents from several manuscript collections were used as well. Findings – Content analysis showed a shift over the years from 1921‐1926 from broader social themes to greater emphasis on specific homemaking tasks. Ads were regularly placed next to related editorial content, but under Van Rensselaer no brand names were mentioned editorially. Research limitations/implications – Since this research focused on one magazine, comparison with homemaking departments in other women's journals at this time would provide useful context. Originality/value – The specific example provided illuminates the evolving relationship between advertisers, home economists, media and consumers.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Aug 2, 2013

Keywords: Women in marketing; Marketing history; Home economics and history; Advertising history; Women's magazine; Product testing; Women; Marketing; History; Magazines

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