By Douglas Ward
Charles Coolidge Parlin was once thought of through many to be the founding father of industry examine. operating for the dominant Curtis Publishing corporation, he revolutionized the by means of offering extra worth to advertisers via information regarding the racial, ethnic, and neighborhood biases of readers and shoppers. via conserving touch with either companies and consumers, Parlin and Curtis courses have been capable of flip client 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 learn department. He unearths the evolution and effect of Parlin’s paintings, which understood how readers and advertisers within the rising buyer financial 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 outcome weaves the tales of Parlin and Curtis into the adjustments occurring in American company and ads within the early 20th century.
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Extra resources for A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research
A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research by Douglas Ward