Husmodern

Husmodern (Swedish: The Housewife) was a women's magazine which was published in Stockholm, Sweden, between 1917 and 1988.

Husmodern
CategoriesWomen's Magazine
FrequencyWeekly
Founder
  • Thora Holm
  • Elsa Nyblom
Founded1917
Final issue1988
Company
  • Husmodern
  • Åhlén & Åkerlund
CountrySweden
Based inStockholm
LanguageSwedish
ISSN0018-8026

History and profile

Husmodern was started in Stockholm in 1917 and was published by a company with the same name.[1] Its subtitle was de svenska husmödrarnas tidning (Swedish: the Swedish housewives' newspaper).[1] The founders were Thora Holm and the journalist Elsa Nyblom.[2] The latter was also the first editor of Husmodern.[1] The magazine was acquired by the Åhlén & Åkerlund company in 1920.[1] Following this its subtitle was redesigned as tidskrift för hemmet och kvinnan (Swedish: magazine for the home and the woman).[3] A pattern department was also formed belonging to the magazine after its acquisition by Åhlén & Åkerlund[4] which became part of Bonnier Group in 1929.[2][5] The magazine delivered a supplement entitled Stil-mönster (Swedish: Style-Patterns) which contained samples of the Swedish patterns between 1941 and 1982.[4]

Husmodern came out weekly throughout its run.[1] The magazine was among the popular periodicals[6] and reached its highest circulation in 1970 selling 290,000 copies.[7] Its title was Nya Husmodern (Swedish: Modern Housewife) from 1982 to its closure in 1988.[1] Some issues of the magazine were archived by Carolina Rediviva library in Uppsala, Sweden.[8]

Audience, content and editors

In the initial years Husmodern targeted rural women.[3] The target audience of the magazine was middle-class housewives living in cities from 1938.[8]

The coverage of Husmodern was expanded from 1920, and it contained many appealing advertisements.[3] It frequently featured life of Carl Emil Pettersson, a Swedish adevnturer, in the 1930s.[9] In the period between 1930 and 1950 the first ten of its total 60–80 pages included the advertisements of household appliances, make up products, food, language courses and bikes.[7] One of the frequent topics was dressmaking patterns during the World War II period.[2] In addition, Husmodern was one of the Swedish publications which featured news materials provided by the Swedish Intelligence Agency during the same era.[10] The magazine also included the following sections: recipes, home decoration, news, and short stories.[2]

One of the former editors-in-chief of Husmodern was Amelia Adamo who had worked as a reporter for the magazine.[5]

References
  1. "Husmodern". Libris (in Swedish). Retrieved 12 September 2023.
  2. Gunilla Törnvall (2022). "Culottes and Warm Pyjamas". Mémoires du livre. 13 (1): 4–5, 9. doi:10.7202/1094129ar. S2CID 255874317.
  3. "Litteratur: Tidskrifter". Shenet (in Swedish). Retrieved 12 September 2023.
  4. Gunilla Törnvall (2023). "From Paper Patterns to Patterns-on-Fabric: Home Sewing in Sweden, 1881–1981". Costume. 57 (1): 58. doi:10.3366/cost.2023.0245. S2CID 257563729.
  5. "Historik". Bonnier Magazines & Brands (in Swedish). Retrieved 14 September 2023.
  6. Liselotte Eriksson (2014). "Beneficiaries or policyholders? The role of women in Swedish life insurance 1900–1950". Business History. 56 (8): 1344. doi:10.1080/00076791.2014.894980. S2CID 154916598.
  7. Katarina Hedman (2021). An economic room of one's own: A study of commercial femininity in Swedish beauty advertising 1930–1950 (MA thesis). Uppsala University. pp. 29, 31.
  8. Ingrid Stigzelius; et al. (2018). "Kitchen concerns at the boundary between markets and consumption: agencing practice change in times of scarcity (Husmodern, Sweden 1938–1958)". Consumption Markets & Culture. 21 (4): 352–365. doi:10.1080/10253866.2018.1462174. S2CID 148937359.
  9. Anette Nyqvist (2018). "The Travelling Story of Pettersson in the Pacific". In Stefan Helgesson; et al. (eds.). World Literatures. Exploring the Cosmopolitan-Vernacular Exchange. Stockholm: Stockholm University Press. p. 267. doi:10.16993/bat.v. ISBN 978-91-7635-076-8. S2CID 188612485.
  10. Emil Stjernholm (2023). "A Rain of Propaganda: The Media Production of the Office of War Information in Stockholm, 1942–1945". In Fredrik Norén; Emil Stjernholm; C. Claire Thomson (eds.). Nordic Media Histories of Propaganda and Persuasion. Cham: Palgrave Macmillan. p. 124. doi:10.1007/978-3-031-05171-5_6. ISBN 978-3-031-05171-5.
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