Neat find.
Actually have that same article bookmarked somewhere on computer, just didn't think anyone else would find it interesting.
It's clear from tone of article and others like it from 1920's through 1940's target audience was middle class housewives.
The servant problem that began late 1800's and marched through early part of 1900's kept going. As such time when even a middle class housewife could afford (and find) servants of all sorts easily was ending.
Laundry was first thing any household with spare bit of cash either hired someone else to do (laundresses) or sent out (laundry services or laundresses who worked outside of people's homes).
Good laundry services, those that did excellent job of cleaning things without damage and returning all pieces were expensive.
By early part of last century more and more areas were wired for electricity coupled with invention and expansion of all sorts of mod cons that ran on electric power. For laundry day this meant what once was an orgy back breaking labor that lasted three or four days could be done in one or maybe two.
In many parts of USA there was a heated three way battle between laundry services, laundresses and manufactures of domestic laundry appliances.
You saw this largely in the South where African American women for a host of reasons were restricted to certain domestic service to earn a living. One of those areas was taking in washing or going to people's homes and doing same.
Makers of laundry appliances countered that their products allowed wash to be done in home cheaper and with better results than using laundresses. Also Madam knew where her was going and done by whom.
Laundry services claimed their machines could do a better job than anything domestic and Madame wouldn't be saddled with wash day. They also claimed their workers where highly trained in best ways of handling all sorts of textiles. Madam's laundry was returned clean, fresh, sanitary and not reeking of cooking odors.
Laundresses appealed to fact both of above were taking bread out of their mouths. They countered theirs was a private service more able to provide unique and special attention.
Where laundry services and even laundresses (those who worked outside of home) began to lose ground was promotion of sanitation, germ theory and overall health of family.
Middle class and above housewives were seen not only as bastions of their family's morality, but protector of all she considered near and dear; to wit their health.
Makers of laundry appliances countered that sending laundry out meant Madame's wash was mixed with that of God knows who other classes of persons. In an era before antibiotics where simple infections could (and did) carry people off there was a mania for controlling or wiping out germs, especially on laundry.
Promoting laundry being done in home meant either Madame herself could see to it job was done properly, or at least directly supervise.
Run up and entry of USA into WWII put a spanner into works. Production of laundry appliances all but ceased in aid of war effort and huge numbers of women from all classes entered workforce. Once again sending laundry out became a new normal, but it didn't last...
Post WWII saw push of women back into domestic sphere including doing laundry, where they've been ever since. Yes, from 1950's onward there was had have been tons of new laundry appliances, all promising to make that dreaded chore a breeze, but someone sill has to do the thing.
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