By Douglas Ward
Charles Coolidge Parlin was once thought of by way of many to be the founding father of marketplace examine. operating for the dominant Curtis Publishing corporation, he revolutionized the via delivering further price to advertisers via information regarding the racial, ethnic, and nearby biases of readers and shoppers. by way of retaining touch with either companies and consumers, Parlin and Curtis guides have been in a position to flip client desires into company earnings.
In A New model of Business, Douglas Ward offers an interesting company heritage that explains how and why Curtis constructed its industry study department. He unearths the evolution and effect of Parlin’s paintings, which understood how readers and advertisers within the rising client economic system checked out magazines and ads. Ward additionally examines the cultural and social purposes for the advance and use of marketplace 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 ads within the early 20th century.
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