By Douglas Ward
Charles Coolidge Parlin used to be thought of by way of many to be the founding father of marketplace examine. operating for the dominant Curtis Publishing corporation, he revolutionized the by means of delivering further worth to advertisers via information regarding the racial, ethnic, and neighborhood biases of readers and shoppers. via holding touch with either companies and buyers, Parlin and Curtis guides have been in a position to flip shopper wishes into company earnings. In a brand new model of industrial, Douglas Ward presents an fascinating company heritage that explains how and why Curtis constructed its marketplace learn department. He unearths the evolution and influence 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 outcome 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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Additional resources for A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research
He was not trying to blame anyone, he said. Rather, he saw the issue as too important to overlook. He reminded the members of the advertising staff that they were drawing salaries from Curtis Publishing; they were not working on commission, as many advertising salesmen in other companies were. There were no running tallies of the lines of advertising they brought in, no quotas, no attempt to measure individual productivity. Rather, Curtis judged its employees on the quality of their work. How then, he asked, should that quality be measured?
Agents were really students of commerce, of economics, of distribution, and of trade conditions, and they knew the ins and outs of the business world, Freeman wrote. ” but “How can you help me to market my proposition to better advantage? What do you know about my market and the people I am trying to reach? Are you equipped to say how much money it would take to do a certain thing in an advertising direction? ”34 As part of this transformation, advertising agents and sales representatives began to form professional organizations around the turn of the century.
He showed the advertising director a long list of industries, arranged alphabetically, that he had compiled. “We cannot study industry, but we might study an industry,” he told Hazen. Agricultural implements came first on the list, and Hazen read no further. “We have just bought the Country Gentleman,” he said. ” Parlin fished for more direction. ” he asked. “Where you wish,” was Hazen’s matter-of-fact response. “I suppose they are manufactured around Chicago. ” “Until you get ready to make a report.