In 1895 Ladies’ Home Journal began to offer unfrilly, family-friendly architectural plans in its pages. They were mainly colonial, Craftsman, or modern ranch-style houses, and many still stand today. The Cosmopolitan, as it was then known, advertised the Cosmopolitan University, a custom-designed college degree—for free!—by correspondence course. McClure’s magazine, the juggernaut of investigative journalism—home to Ida Tarbell’s landmark investigation of Standard Oil, among many other muckraking articles of the Gilded Age—began to plot an array of ventures, including a model town called McClure’s Ideal Settlement. – Lapham’s Quarterly