Christine Frederick learned the concept of Taylorism, a late-nineteenth century system of evaluating every step in manufacturing to increase productivity. She applied this language of efficiency to domestic life through articles for the Ladies’ Home Journal, titled “The New Housekeeping”. She later founded the Applecroft Home Experiment Station, a product-evaluation laboratory. She aimed to give women a bigger voice in the ad industry, in 1912 forming the League of Advertising Women of New York (AWNY). Her book Selling Mrs. Consumer made the sales and advertising industry to finally recognize the importance of women in the consumer economy.