By Douglas Ward
Charles Coolidge Parlin was once thought of by way of many to be the founding father of industry learn. operating for the dominant Curtis Publishing corporation, he revolutionized the by way of delivering additional price to advertisers via information regarding the racial, ethnic, and neighborhood biases of readers and shoppers. by means of keeping touch with either companies and consumers, Parlin and Curtis courses have been in a position to flip purchaser desires into company earnings.
In A New model of Business, Douglas Ward offers an fascinating enterprise historical past that explains how and why Curtis built its industry learn department. He unearths the evolution and impression of Parlin’s paintings, which understood how readers and advertisers within the rising client financial system 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 end result weaves the tales of Parlin and Curtis into the adjustments happening in American enterprise and advertisements 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