A New Brand of Business: Charles Coolidge Parlin, Curtis - download pdf or read online
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 through supplying further price to advertisers via information regarding the racial, ethnic, and neighborhood biases of readers and shoppers. through holding touch with either companies and clients, Parlin and Curtis courses have been capable of flip shopper desires into company earnings. In a brand new model of commercial, Douglas Ward offers an interesting enterprise historical past that explains how and why Curtis constructed its marketplace examine department. He unearths the evolution and effect of Parlin’s paintings, which understood how readers and advertisers within the rising buyer 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 company and ads within the early 20th century.
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Additional resources for A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research
S. population increased 62 percent. ) The rise of the Saturday Evening Post was even more spectacular after Curtis bought it in 1897. It had only a handful of subscribers at the time, but circulation rose to more than 280,000 by 1901 and to two million a week in 1919, making it the widest circulating magazine of the era. ) A story that Bok recounted captured the flavor of the heady days of wild circulation growth: A friend once asked Cyrus Curtis at lunch what the circulation of the Journal was.
Gaining that understanding became the primary goal of the new Division of Commercial Research the company opened in 1911. Edward Bok might have had the rare ability to read Journal subscribers’ letters like tea leaves, Post editor George Horace Lorimer might have had a keen intuition in assembling editorial material, and Cyrus Curtis himself might have had the ability to spot both talent and commercial possibilities. The company’s advertising representatives said they needed something more tangible to work with, though, especially if this ongoing expansion was to succeed.
55 Latshaw eventually convinced his superiors of the need for a full-time researcher in the Advertising Department, and in 1911, he set out to fill the job. He realized just how difficult that would be after he talked with E. Dana Durand, director of the Census Bureau, which had itself been made permanent only a decade before, but had become by the late nineteenth century the chief source of government data about business. Facts were easy to come by, Durand told Latshaw, but bald facts were of little use.