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How a dominant magazine publisher developed the business of market research

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9781439900154

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Reviews

Ward expertly weaves magazine publishing, advertising, business and marketing, and cultural history together to show that mass communication history does not happen by itself. He keeps readers turning the page. A New Brand of Business is a highly interesting book featuring extensive use of primary sources particularly the Curtis Publishing Company papers and his grasp of history during the years of his study is exceptional. Patrick S. Washburn, Ohio University Parlin's work at the Curtis Publishing Company and his impact on the marketing and advertising industry (e.g., his development of readership and circulation surveys) are detailed in this well-researched and documented work... Thus, this well-written volume will appeal to a broader readership than would be typical of a scholarly business history. - CHOICE

Ward expertly weaves magazine publishing, advertising, business and marketing, and cultural history together to show that mass communication history does not happen by itself. He keeps readers turning the page. A New Brand of Business is a highly interesting book featuring extensive use of primary sources particularly the Curtis Publishing Company papers and his grasp of history during the years of his study is exceptional. Patrick S. Washburn, Ohio University Parlin's work at the Curtis Publishing Company and his impact on the marketing and advertising industry (e.g., his development of readership and circulation surveys) are detailed in this well-researched and documented work... Thus, this well-written volume will appeal to a broader readership than would be typical of a scholarly business history. - CHOICE Ward does an admirable job taking the reader on a journey through the early development stages of organized scientific marketing research...The book offers the reader the benefit of War's engaging interpretation and focus of his research combined with his rigorous attention to detail... A New Brand of Business is a must read for anyone who would like to have a better grasp of how modern marketing research developed within the chaos and uncertainty of an emerging consumer leviathan. - American Journalism [A]n important addition to marketing history. It illuminates the development of market research--not marketing research, an important distinction--and provides a solid model for development of historical research in marketing... This is an important book worthy of serious attention by scholars and students for understanding the development of important marketing practices. It serves as a positive model for teaching historical research in marketing. There are no reservations in recommending this book and it should be part of every course in marketing history. The Journal of Macromarketing, March 2011 Exhaustively researched... Beautifully written and accessible to a broad audience, Ward's analysis of [Charles Coolidge] Parlin's career trajectory at Curtis Publishing and the long-term importance of his market research work is both penetrating and comprehensive. Enterprise and Society

Ward expertly weaves magazine publishing, advertising, business and marketing, and cultural history together to show that mass communication history does not happen by itself. He keeps readers turning the page. A New Brand of Business is a highly interesting book featuring extensive use of primary sources particularly the Curtis Publishing Company papers and his grasp of history during the years of his study is exceptional. Patrick S. Washburn, Ohio University Parlin's work at the Curtis Publishing Company and his impact on the marketing and advertising industry (e.g., his development of readership and circulation surveys) are detailed in this well-researched and documented work... Thus, this well-written volume will appeal to a broader readership than would be typical of a scholarly business history. - CHOICE Ward does an admirable job taking the reader on a journey through the early development stages of organized scientific marketing research...The book offers the reader the benefit of War's engaging interpretation and focus of his research combined with his rigorous attention to detail... A New Brand of Business is a must read for anyone who would like to have a better grasp of how modern marketing research developed within the chaos and uncertainty of an emerging consumer leviathan. - American Journalism [A]n important addition to marketing history. It illuminates the development of market research--not marketing research, an important distinction--and provides a solid model for development of historical research in marketing... This is an important book worthy of serious attention by scholars and students for understanding the development of important marketing practices. It serves as a positive model for teaching historical research in marketing. There are no reservations in recommending this book and it should be part of every course in marketing history. The Journal of Macromarketing, March 2011

Ward expertly weaves magazine publishing, advertising, business and marketing, and cultural history together to show that mass communication history does not happen by itself. He keeps readers turning the page. A New Brand of Business is a highly interesting book featuring extensive use of primary sources particularly the Curtis Publishing Company papers and his grasp of history during the years of his study is exceptional. -Patrick S. Washburn, Ohio University

Ward expertly weaves magazine publishing, advertising, business and marketing, and cultural history together to show that mass communication history does not happen by itself. He keeps readers turning the page. A New Brand of Business is a highly interesting book featuring extensive use of primary sources particularly the Curtis Publishing Company papers and his grasp of history during the years of his study is exceptional. Patrick S. Washburn, Ohio University Parlin's work at the Curtis Publishing Company and his impact on the marketing and advertising industry (e.g., his development of readership and circulation surveys) are detailed in this well-researched and documented work... Thus, this well-written volume will appeal to a broader readership than would be typical of a scholarly business history. - CHOICE Ward does an admirable job taking the reader on a journey through the early development stages of organized scientific marketing research...The book offers the reader the benefit of War's engaging interpretation and focus of his research combined with his rigorous attention to detail... A New Brand of Business is a must read for anyone who would like to have a better grasp of how modern marketing research developed within the chaos and uncertainty of an emerging consumer leviathan. - American Journalism

Author Information

Douglas Ward is an Assistant Professor in the William Allen White School of Journalism and Mass Communications at the University of Kansas.

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