Due to continued industrial expansion during the early 20th century, most innovations were economic and technological in nature. American businessmen seeking greater profits discovered scientific management or efficiency as a technique. After overhearing an argument between her husband and a business acquaintance, Christine Frederick decides that efficiency doesn't just apply to the industrial world but can help the home as well. In her article “The New Housekeeping: Efficiency Studies in Home Management” published in 1912 by the Ladies' Home Journal she states that more efficient cleaning techniques provide women with less work and more happiness. Its objective, its prejudices and its substance become clear only after critical analysis. By writing the article in a women's home diary, she specifically addresses women, but especially housewives. She goes even further by claiming that this is a problem that only affects the middle class. Claiming that the poor are not complex enough while the rich will always buy the services. Singling out the middle class shows its economic bias. Home employment is certainly not exclusive to one socioeconomic class. However, the readership of the Ladies' Home Journal is assumed to consist primarily of middle-class women. It appears that its target is concerned with the current frustrations of women working at home. The idea in her writing is that she wants to revolutionize household chores. To validate this innovative concept of home efficiency, he enlists the expert advice of Mr. Watson, an efficiency engineer. Mr Watson explains the twelve stages of scientific management in the workplace to help connect the concept to the home. Claiming there is no efficiency... half of the paper... shed in the last diagram of the article illustrating the ideal kitchen layout. The efficient home would be further simplified, thus reducing the stages of the housekeeper's work. The house in turn would move from cultural and aesthetic principles to efficiency. Ms. Frederick uses the example of hanging pots and pans in this way to avoid bending over unnecessarily repeatedly. Just like Catherine Beecher, Mrs. Frederick's article states that a woman's occupation is housekeeping. However, Mrs. Frederick compares her modern home to that of a factory. Where Mrs. Beecher believed that home should be Christian and pleasant. Through an in-depth analysis of the article, the mission of promoting a modern and efficient home becomes clear. However the reason is less obvious. Ms. Frederick provides information on how and why women should want to change their home.