By Douglas Ward
Charles Coolidge Parlin used to be thought of via many to be the founding father of marketplace learn. operating for the dominant Curtis Publishing corporation, he revolutionized the through offering extra price to advertisers via information regarding the racial, ethnic, and neighborhood biases of readers and shoppers. by means of preserving touch with either companies and clients, Parlin and Curtis courses have been in a position to flip shopper wishes into company earnings. In a brand new model of industrial, Douglas Ward offers an fascinating company historical past that explains how and why Curtis constructed its industry study department. He finds the evolution and impression of Parlin’s paintings, which understood how readers and advertisers within the rising purchaser 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 end result weaves the tales of Parlin and Curtis into the alterations happening in American company and ads within the early 20th century.
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I have learn Securities research entrance to again (yea, i do know. .. i am a faithful fan) and The clever Investor, between numerous different books on company enterprise valuation - simply to set my credentials on the top.
And i need to say, this can be probably the most enjoyable i have had analyzing a booklet shortly. once you might imagine Graham is horribly dry in his funding books--with his Victorian and impersonal English--here he does a good activity at writing an interesting narrative of his lifestyles. i really came upon myself laughing-out-loud lovely demanding at the various strains in it.
The 30-page advent via Seymour Chatman is usually well-written. It does an excellent activity of summarizing and highlighting the ebook. i might suggest you furthermore mght learn it.
Even in case you do not care approximately Graham, you could deal with the e-book as an interesting piece of fiction, in case you like. The ebook is that a lot enjoyable and the tales contained are sufficiently attention-grabbing via their very own benefit to maintain any reader guffawing, sobbing, and fortunately desirous to learn until eventually the realization.
There is not any e-book preview on amazon, so i'm going to use this overview to provide an explanation for the final contents of the book:
Starting web page - bankruptcy title
vii - creation by way of Seymour Chatman (roughly 30 pages long)
1 - youth in New York
19 - kin Tragedies and My Mother's Perseverance
37 - At Public School
55 - highschool Days: Brooklyn and the Bronx
73 - The Farmhand and The Mechanic
93 - the school Student
123 - My occupation Begins
141 - Early Years in Wall Street
163 - The Beginnings of actual Success
185 - the nice Bull industry of the Twenties: I turn into a close to Millionaire
199 - The Northern Pipeline Contest
217 - relatives and different Affairs
247 - The Midpoint of Life's means: The Deluge Begins
267 - the line again, 1933-1940
279 - My "Career" as a Playwright
293 - The Commodity Reserve forex Plan
309 - Epilogue: Benjamin Graham's Self-Portrait at Sixty-Three and his 80th Birthday Speech
The put up script contains:
317 - Chronology
327 - Notes
337 - Bibliography of Writings through and approximately Benjamin Graham
343 - Index
You will see from the bankruptcy record that this e-book includes NO funding recommendation. Please learn any version of "Securities research" (except the fifth version isn't co-authored by way of Graham, yet written solely by way of Dodd and some folks) and "The clever Investor" for Graham's counsel and guideline on funding research.
Regardless of harder laws and vociferous rhetoric around the globe, little turns out to have replaced on this planet of company fraud and corruption. reviews of significant frauds and bribery scandals are as universal as they have been 20 years in the past, even though, if something, they're way more harmful to the popularity and cost of the agencies which are concerned.
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Extra resources for A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research
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.
No clashing of interests. 38 Some agents did not buy that, and they worried that Curtis was trying to muscle in and save the money that went toward their commissions—usually 10 percent of the advertising bill. Those doubts grew during the summer of 1913, when Curtis broke from established standards and unilaterally changed its policy toward agencies. 40 Advertising was blamed for, among other things, increasing the cost of living, discouraging competition, and forcing stores to carry brand-name goods that often had lower profit margins.
A NEW ERA OF BUSINESS 33 The ploy worked. Stewart & Clark signed a contract for two pages of advertising space in the Post each month and was eventually forced to buy Warner, once a weak and declining competitor, for $2 million. Advertising for automobiles and accessories in the Post continued to escalate, swelling the size of the magazine and making the Post the publication for marketing automobiles. By 1914, the Post carried 68 percent of all automobile advertising in the more than thirty competing magazines that Curtis tracked, and by 1923, it carried 83 percent of the more than $17 million that automakers spent on advertising in weekly magazines.