By Douglas Ward
Charles Coolidge Parlin was once thought of by way of many to be the founding father of marketplace study. operating for the dominant Curtis Publishing corporation, he revolutionized the by means of offering further price to advertisers via information regarding the racial, ethnic, and local biases of readers and shoppers. through retaining touch with either companies and clients, Parlin and Curtis courses have been capable of flip purchaser desires into company earnings.
In A New model of Business, Douglas Ward presents an exciting company background that explains how and why Curtis built its marketplace learn department. He finds the evolution and impression of Parlin’s paintings, which understood how readers and advertisers within the rising purchaser economic system checked out magazines and ads. Ward additionally examines the cultural and social purposes for the advance and use of industry research—particularly in regard to Curtis’ readership of upper-income elites. the end result weaves the tales of Parlin and Curtis into the adjustments occurring in American company 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