Charles Coolidge Parlin

Charles Coolidge Parlin (1872 – October 15, 1942[1]) was the American “manager of the division of commercial research of the Curtis Publishing Company” in charge of selling advertising spots in the Saturday Evening Post.[2][3] He is credited as being the founder and a “pioneer” in the area of market research.[4]


Before joining the Curtis Publishing Company, Parlin acted as a schoolteacher in the state of Wisconsin.[5] In 1911, he was hired by the Curtis Publishing Company in a job that had no clearly defined title, as the work he was doing had not previously been done.[6] Parlin came up with the name “commercial research” for his work, which would later end up being changed to market research. The company had just bought out the magazine, Country Gentleman, but the owner of the company, Cyrus Hermann Kotzschmar Curtis, had little knowledge about agriculture. Since much of the advertising in the Country Gentleman magazine was purchased by the agriculturalists, Parlin began researching agriculture in general. After six months of interviews with a number of people in the industry, he completed a 460-page survey that “revealed unsuspected facts about where agricultural tools were made, to whom they were sold, when, and where.”[7]

After this, Parlin carried out a study on “the market for almost everything in the nation’s one hundred largest cities,” which involved 1,121 interviews across the nation, compiling all of the fundings in order to draw conclusions about the workings of the national market. His “pioneer report”, Department Store Lines, was released in 1912 and it focused on the distinctions between convenience goods and shopping goods and how the marketer should focus on selling primarily shopping goods in order to obtain the highest profits.[7]

In 1914, Parlin released a five-volume study titled Automobiles. It focused on the future of the automobile age and “collected facts on manufacturing and distribution, on the influence of women on automobile purchase”. The study predicted correctly that the number of grades and makes would be reduced in the future and it “envisaged the dimensions and even the shape of the automobile market.” This information resulted in an increase in advertising by automobile manufacturers, in order to obtain customers faster than their competitors in the burgeoning market for automobiles.[7][8]

Largely due to Parlin’s success, other commercial organisations began creating Departments of Commercial Research including: United States Rubber Company in 1915 and Swift and Company in 1916. Foreseeing a need for “standardized definitions and common measures” after the release of Parlin’s studies, the Audit Bureau of Circulations was formed in 1914 in order to regulate publisher’s claims for newspaper and magazine circulations.[9]

During the 1920s, Parlin went on to found the “first commercial research company” with Donald M. Hobart, backed by the Curtis Publishing Company,[10] called National Analysts.[11] Parlin retired from the company in 1938 and was succeeded by Hobart.[12]


The Charles Coolidge Parlin Marketing Research Award was established in 1945 by “the Philadelphia Chapter of the AMA and The Wharton School in association with the Curtis Publishing Company to honor persons who have made outstanding contributions to the field of marketing research.” It is meant to act as a memorial to Parlin, due to his creation of the field of market research.[13]


  1. ^“Charles C. Parlin, 70, An Expert on Trade – Retired Manager of Research for Curtis Publishing Company”. New York Times. October 16, 1942. p. 19. Retrieved December 30, 2010. Charles Coolidge Parlin of Fort Lauderdale, Fla., retired manager of the commercial research division I of the Curtis Publishing Company, died yesterday …
  2. ^Charles L. Benjamin (1913). “Advertisers Debate Crucial Questions at Cincinnati”. Printers’ Ink. 85: 23. Retrieved December 30, 2010.
  3. ^Hammergren, Thomas C.; Simon, Alan R. (2009). Data Warehousing for Dummies. For Dummies. p. 14. Retrieved December 30, 2010.
  4. ^Usui, Kazuo (2008). The development of marketing management: the case of the USA, c. 1910–1940. Ashgate Publishing, Ltd. p. 26. Retrieved December 30, 2010.
  5. ^ Belk, Russell (2006). Handbook of qualitative research methods in marketing. Edward Elgar Publishing. p. 5. Retrieved December 30, 2010.
  6. ^Nair, S.E., Market Research: Text and Cases, 2nd ed., Himalaya Publishing House, 2014, <Online:>
  7. ^ Jump up to:ab c Joseph Boorstin, Daniel (1974). The Americans, the democratic experience. Random House, Inc. Retrieved December 30, 2010.
  8. ^Stivers, Richard (2001). Technology as magic: the triumph of the irrational. Continuum International Publishing Group. p. 88. Retrieved December 30, 2010.
  9. ^Maclaran, Pauline; Tadajewski, Mark; Stern, Barbara; Saren, Michael (2009). The SAGE handbook of marketing theory. SAGE Publications. p. 76. Retrieved December 30, 2010.
  10. ^Shaw, Robert (1991). Computer-aided marketing and selling: information asset management. Robert Shaw. p. 80. Retrieved December 30, 2010.
  11. ^James Playsted Wood (January 1962). “Donald M. Hobart”. The Journal of Marketing. American Marketing Association. 26 (1): 79–80. JSTOR 1249638.
  12. ^“News and Notes of the Advertising World; Magazine Linage Drops 5%”. New York Times. January 17, 1938. Retrieved December 30, 2010. … the Curtis Publishing Company, succeeding Charles Coolidge Parlin, who is retiring after more than twenty-six years of service with the Curtis company. …
  13. ^“Charles Coolidge Parlin Marketing Research Award”. American Marketing Association. Retrieved December 30, 2010.

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