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 supplying extra worth to advertisers via information regarding the racial, ethnic, and neighborhood biases of readers and shoppers. through holding touch with either companies and shoppers, 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 fascinating company heritage that explains how and why Curtis constructed its marketplace study department. He finds the evolution and effect of Parlin’s paintings, which understood how readers and advertisers within the rising patron economic climate 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 enterprise and advertisements within the early 20th century.
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Extra info for A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research
He also lost thousands of dollars in advertising revenue after he banned patent medicine ads, then cosmetics ads, then financial ads, and eventually cigarette ads. After doing so, though, he told Journal readers that he would be personally responsible for any loss they incurred by responding to the magazine’s advertisements. Writing in 1890, one observer noted that the contents of the Journal were “carefully guarded. . ”28 Curtis took his belief in customer service so seriously that he had a standing policy of never scrimping on anything that would improve the worth of the company’s magazines to readers and advertisers.
But in doing so, he was also pushing Parlin away from the company’s star publications, the Journal and the Post, neither of which drew much, if any, agricultural advertising. Parlin’s study of farm implements would have been of minimal use to the staffs of those two magazines. And because he would have no contact with the company’ prime advertisers, he could do nothing to alienate them. Instead, he was sent off on a project related to Country Gentleman, which was then losing money and was widely expected to fail.
Latshaw and other advertising representatives were already gathering information to help clients whenever they could. Cyrus Curtis himself took pride in investigating the marketplace before making decisions, and he admonished those who failed to do the same, especially when it came to promotion. Too many companies took no interest in their advertising, he told an interviewer in 1914. “They do not study it as they should and, what is just as bad, they do not permit any one else to study it for them.
A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research by Douglas Ward