Get A New Brand of Business: Charles Coolidge Parlin, Curtis PDF

By Douglas Ward

ISBN-10: 1439900159

ISBN-13: 9781439900154

Charles Coolidge Parlin was once thought of via many to be the founding father of marketplace study. operating for the dominant Curtis Publishing corporation, he revolutionized the through delivering extra worth to advertisers via information regarding the racial, ethnic, and neighborhood biases of readers and shoppers. through preserving touch with either companies and clients, Parlin and Curtis guides have been capable of flip purchaser wishes into company earnings.     In a brand new model of industrial, Douglas Ward offers an exciting company historical past that explains how and why Curtis constructed its industry learn department. He finds the evolution and effect of Parlin’s paintings, which understood how readers and advertisers within the rising shopper economic climate 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 adjustments occurring in American company 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

Example text

In 1912, the company bought controlling interest in the Home Pattern Company, which published Ladies’ Home Journal patterns in a monthly known as The Style Book, and also published another magazine, The Embroidery Book. That year, Curtis also began offering Journal patterns and fashion articles to newspapers through the Ladies’ Home Journal Fashion News Service. In 1913, it bought the Public Ledger of Philadelphia—a morning newspaper that added an evening edition the next year—and a New York fashion magazine, Toilettes, which it turned into a five-cent monthly called the Criterion of Fashion.

He began in 1879 with a farm paper, the Tribune and Farmer, and four years later, a section of that paper edited by his wife, Louisa Knapp, became the Ladies’ Home Journal. 15 By 1890, the Journal pushed its circulation to more than 400,000, the highest of any magazine at the time. 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.

In 1912, the company bought controlling interest in the Home Pattern Company, which published Ladies’ Home Journal patterns in a monthly known as The Style Book, and also published another magazine, The Embroidery Book. That year, Curtis also began offering Journal patterns and fashion articles to newspapers through the Ladies’ Home Journal Fashion News Service. In 1913, it bought the Public Ledger of Philadelphia—a morning newspaper that added an evening edition the next year—and a New York fashion magazine, Toilettes, which it turned into a five-cent monthly called the Criterion of Fashion.

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A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research by Douglas Ward


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