Charles Coolidge Parlin used to be thought of by means of many to be the founding father of marketplace examine. operating for the dominant Curtis Publishing corporation, he revolutionized the via supplying further worth to advertisers via information regarding the racial, ethnic, and local biases of readers and shoppers. by way of retaining touch with either companies and consumers, Parlin and Curtis courses have been capable of flip patron wishes into company earnings.
In A New model of industrial, Douglas Ward presents an exciting company historical past that explains how and why Curtis built its industry examine department. He unearths the evolution and effect 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 marketplace research—particularly in regard to Curtis’ readership of upper-income elites. the end result weaves the tales of Parlin and Curtis into the alterations happening in American enterprise and ads within the early 20th century.
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