By Douglas Ward
Charles Coolidge Parlin used to be thought of through many to be the founding father of industry learn. operating for the dominant Curtis Publishing corporation, he revolutionized the through offering extra worth to advertisers via information regarding the racial, ethnic, and nearby biases of readers and shoppers. by means of protecting touch with either companies and clients, Parlin and Curtis courses have been in a position to flip purchaser wishes into company earnings.
In A New model of Business, Douglas Ward presents an exciting enterprise heritage that explains how and why Curtis built its marketplace study department. He unearths the evolution and impression of Parlin’s paintings, which understood how readers and advertisers within the rising customer economic 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 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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