New Brand of Business

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

• Acknowledgments Introduction 1. A New Era of Business 2. An Unlikely Leader 3. What Was Commercial Research? 4. Winning over the Skeptics 5. Barbarians, Farmers, and Consumers 6. Readers as Consumers 7. Chasing the Consumer, Protecting the Company 8. The Legacy of Commercial Research Epilogue Notes Index

“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