By Douglas Ward
Charles Coolidge Parlin was once thought of by means of many to be the founding father of marketplace study. operating for the dominant Curtis Publishing corporation, he revolutionized the by way of supplying additional price to advertisers via information regarding the racial, ethnic, and local biases of readers and shoppers. by means of conserving touch with either companies and clients, Parlin and Curtis guides have been capable of flip patron wishes into company gains.
In A New model of Business, Douglas Ward presents an interesting enterprise historical past that explains how and why Curtis built its industry study department. He finds the evolution and impression of Parlin’s paintings, which understood how readers and advertisers within the rising shopper 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 end result weaves the tales of Parlin and Curtis into the adjustments occurring in American enterprise and ads within the early 20th century.
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