New Idea wasn't a fashion magazine. It was a weekly that offered the standard mix of fiction, recipes and housekeeping advice found in most women's magazines. It also published many knitting and crochet patterns—and each week advertised a few sewing patterns, obtainable by writing to the magazine.
This pattern for a "feminine house dress" is aimed squarely at its main readership: housewives. The magazine suggested that it be made up in cottons "in gay designs" and it featured a buttoned yoke, ric-rac trim and gathered pouch pockets. The magazine promised that the wearer would feel like "the queen of the household" in this dress—no doubt while doing her daily chores!
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