By Douglas Ward
Charles Coolidge Parlin was once thought of through many to be the founding father of marketplace learn. operating for the dominant Curtis Publishing corporation, he revolutionized the by means of offering additional worth to advertisers via information regarding the racial, ethnic, and local biases of readers and shoppers. through keeping touch with either companies and clients, Parlin and Curtis courses have been in a position to flip shopper wishes into company earnings.
In A New model of Business, Douglas Ward presents an interesting company historical past that explains how and why Curtis built its industry study department. He finds the evolution and effect of Parlin’s paintings, which understood how readers and advertisers within the rising customer economic climate checked out magazines and ads. Ward additionally examines the cultural and social purposes for the improvement and use of industry research—particularly in regard to Curtis’ readership of upper-income elites. the outcome weaves the tales of Parlin and Curtis into the alterations occurring in American enterprise and advertisements within the early 20th century.
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A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research by Douglas Ward