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

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THE MAKING OF MARKET RESEARCH: Douglas Ward, assistant professor of journalism, explores the birth of market research in his new book “A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company and the Origins of Market Research.” Working for Curtis Publishing Company, the dominant company of the early 20th century, Parlin provided added value to advertisers by giving them information about the racial, ethnic and regional biases of readers. Ward examines the evolution of Parlin’s work, its impact and his understanding of how readers and advertisers in the emerging consumer economy changed magazines and advertisements.

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Amanda Schwegler, assistant director, Center for Service Learning
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