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Curtis Publishing Company records

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Held at: University of Pennsylvania: Kislak Center for Special Collections, Rare Books and Manuscripts [Contact Us]3420 Walnut Street, Philadelphia, PA 19104-6206

This is a finding aid. It is a description of archival material held at the University of Pennsylvania: Kislak Center for Special Collections, Rare Books and Manuscripts. Unless otherwise noted, the materials described below are physically available in their reading room, and not digitally available through the web.

Overview and metadata sections

Cyrus H. K. Curtis (1850-1933), who came to Philadelphia in 1876 to witness the Centennial celebration, was attracted to the city and returned there to launch his career as a publisher. Curtis began publishing a weekly periodical called Tribune and Farmer, which featured a column devoted to women's interests. Curtis's wife, Louisa Knapp (d. 1910) took over the writing of this column and the column grew to become a publication in itself. With Louisa Knapp as editor, Curtis started publishing the Ladies' Home Journal in 1883. Curtis recognized that the women's field offered a great opportunity for building up circulation and advertising volume-his chief interests in publishing. In the early years of publishing Ladies' Home Journal Curtis travelled to the homes of authors whose work he wanted to publish in his then little-known magazine, but, in general, for this publication and later, with the Saturday Evening Post and Country Gentleman, Curtis left the editorial work entirely to his editors. Louisa Knapp had great success with Ladies' Home Journal which she edited in her home while raising their only child, Mary Louise. By 1889 the Journal had half a million subscribers and Edward W. Bok (1863-1930) took over as editor-in-chief, remaining in that position until 1919.

Cyrus Hermann Kotzschmar Curtis was named for his father, Cyrus, and for a close friend of his father's, Hermann Kotzschmar, who was a musician and organist for the First Parish Congregationalist-Unitarian Church in Portland, Maine for forty-seven years. Cyrus Curtis admired his namesake and taught himself to pick out tunes on the keyboard by ear. Over the years he became adept at improvising on the organ, although beyond the basics he could not read music. He retained this early love of music throughout his life, and always had an organ in his home. Years later Curtis built a magnificent organ in the Portland, Maine city hall as a memorial to Hermann Kotzschmar.

Born and raised in Portland, Cyrus began his career at the age of twelve as a newsboy. When he was fifteen, he published a boy's paper called Young America, buying a press for $2.50 in order to have control over the printing of the paper. He later worked as a salesman in the dry goods business and at the age of nineteen moved to Boston, Massachusetts where he worked in the advertising and newspaper business.

In Boston, Curtis met Louisa Knapp, a lively and intelligent woman who had worked as a private secretary with Dr. Samuel G. Howe and Julia Ward Howe. Louisa Knapp and Cyrus Curtis shared an interest in music as well as journalism. She had a powerful contralto voice and her services as a vocalist were in demand. Before they formally met, Cyrus sang in the Boston choir for the World's Peace Jubilee in 1872, as did Louisa. They were married in 1875. The partnership between Cyrus Curtis and Louisa Knapp was described by Edward W. Bok: "From the moment of their marriage they became in fact and in spirit equal partners in their determination to find a place in the sun" (Bok, 1923). Bok's marriage to Cyrus and Louisa's daughter took place in 1896, therefore he had the perspective of a son-in-law as well as that of a business partner. Mary Louise Curtis Bok founded the Curtis Institute of Music in Philadelphia in 1924 in memory of her mother, who died in 1910.

The Ladies' Home Journal and Practical Housekeeper (the early title) was published at 433-435 Arch Street in Philadelphia in a building erected in the summer of 1887. Due to the magazine's large and expanding circulation, Curtis became an innovator in the use of new typesetting machines and automation for the mailing list. By 1891 the business had grown to the point that Curtis formed a stock company in Camden, New Jersey, the predecessor of the Curtis Publishing Company which was organized under this name in Pennsylvania in 1907.

Once the Ladies' Home Journal was well established, Curtis began to look for new areas for expansion. In the summer of 1897 two men entered Curtis's office and informed him of the death of the owner of the Saturday Evening Post, then a Philadelphia weekly with a small circulation. Curtis offered the men $1000 for the paper, type and all. Curtis was intrigued by the genealogy of this paper which was published as the Pennsylvania Gazette by Benjamin Franklin in 1729. The paper changed hands several times and the name had been changed to the Saturday Evening Post in 1821. Curtis hired a young reporter from the Boston Post, George Horace Lorimer (1869-1936), as his literary editor for the new magazine. Lorimer was given a free hand to edit the weekly, which was initially conceived as a "men's magazine." He published the work of the top literary figures of the day including Bret Harte, Joel Chandler Harris, Frank Norris, Edith Wharton, Alice Duer Miller, and Owen Wister. Curtis invested over $1,250,000 in the magazine before it began to show a profit, but once the Saturday Evening Post caught on its circulation increased dramatically-by 1906 it reached one million.

For both Ladies' Home Journal and the Saturday Evening Post and all of his other publications to come, Cyrus H. K. Curtis insisted on a policy of refusing questionable advertising. He began this policy by refusing to publish advertising for patent medicines in Ladies' Home Journal in the 1890s at a time when these products were widely advertised with no restrictions or accountability for the claims they made. Curtis was an advocate for the Pure Food and Drug Acts and was an early innovator in testing products that were advertised in his publications. He built his publications on selling advertising and felt strongly that his advertising must be honest, wholesome, and believable. One of many examples of this policy can be found in the 1912 Curtis Advertising Code which states that no advertising for tobacco would be accepted in Ladies' Home Journal.

Curtis built a new office and printing plant for the Saturday Evening Post and Ladies' Home Journal on Independence Square in Philadelphia, beginning construction of the building in 1909 and completing it in 1911. Made of marble shipped from Maine, with mosaic murals in the lobby designed by Maxfield Parrish and executed by Louis Tiffany, and with Tiffany stained-glass windows, it was a magnificent building, occupying a complete city block and featuring the latest equipment for printing and mailing magazines.

Realizing that with his new facility he could publish three magazines for little more overhead expense than for two, in 1911 Cyrus H. K. Curtis purchased Country Gentleman, one of the oldest agricultural periodicals. It was first published as the Genesee Farmer in 1831 in Rochester, New York. Curtis moved the publication from Albany, New York to Philadelphia, and on July 6, 1911, the first issue in its new format appeared. In support of this acquisition, Curtis Publishing Company conducted a number of marketing research studies in the agricultural field beginning with its first such study, "Agricultural Implements" (1911). Research studies were made on farm tractors, feeds and fertilizers, and the importance of rural towns as markets. The editorial content of Country Gentleman was broadened to include fiction, paintings by outstanding artists and illustrators, and a section of the magazine called "The Country Gentlewoman" devoted to the interests of farm women and girls.

The Curtis Publishing Company's establishment of a Division of Commercial Research as part of its Advertising Department in 1911 was a revolutionary step. Charles Coolidge Parlin (1898-) was selected to head the new division and invented not only the scope and technique of the new activity but also its name, "commercial research." This was the first marketing research operation in the United States. Parlin pioneered interviewing techniques-surveying consumers, wholesalers and dealers in his efforts to pinpoint the effective uses of advertising for specific products and markets. Parlin's staff analyzed the contents of pantries and studied household trash in order to get information on brand names that were being purchased. In addition to his studies on agricultural commodities and markets, Parlin's research was directed to automobiles (including women's influence in purchasing automobiles), department stores, food products, appliances, and, in later years, insurance, radio, television, and aviation.

In January 1913, Curtis purchased Philadelphia's daily newspaper the Public Ledger, and in September 1914 started the Evening Public Ledger, capitalizing on the public's hunger for news of World War I.

On June 25, 1915, the company bought the Curtis Country Club which was used for annual company picnics and for recreation for employees and their families who chose to become members. The in-house publication, Curtis Folks, documents celebrations and activities at the club during the prosperous early 1920s. Featuring human interest news about the thousands of Curtis employees, this magazine is a good source for information about working people and racial segregation in Philadelphia during this period. The country club was sold in 1925, and subsequently was acquired by the Melrose Country Club.

In 1927 Curtis's support was enlisted to head up the campaign to raise funds for a memorial to Benjamin Franklin. The project decided upon was the construction of the Franklin Institute in Philadelphia to which Cyrus Curtis contributed $1,985,000. This technological museum featured, among its many exhibits, an area devoted to showing the development of the art of printing from papermaking, to electrotyping, photoengraving and binding. Cyrus H. K. Curtis died on June 7, 1933, just a few months before the new Franklin Institute building opened to the public, and just a few months before the cumulative gross advertising revenue of his magazines reached the one billion dollar mark.

In 1946 Curtis Publishing Company began construction of a massive new printing plant located in Sharon Hill, Pennsylvania, a suburb of Philadelphia. The first spadeful of earth was turned by Mary Curtis Bok Zimbalist, the daughter of Cyrus H. K. Curtis, who married violinist Efrem Zimbalist (1889-1985) after her husband Edward Bok's death. The new plant contained equipment that Curtis Publishing itself had initiated and developed including the first successful four-color web perfecting, two side printing presses. In 1946 Curtis Publishing also introduced a new travel magazine, Holiday, added to the other successful Curtis publications which by this time included Jack and Jill, a children's magazine that was introduced in 1938.

With all its successes, the Curtis Publishing Company faced tremendous changes in the advertising market in the 1950s and 1960s with the advent of television. In 1955 the Curtis Publishing Company sold Country Gentleman to Farm Journal, Inc., and the publication was merged with Farm Journal. Poor management lead to the collapse of the company by the end of the 1960s. Saturday Evening Post ceased publication in 1969, and Ladies' Home Journal was sold.

The story of the end of the Curtis Publishing empire is told in a number of books written by some of the key people who were involved, among these are Decline and Fall by Otto Friedrich (1969), The Curtis-Culligan Story by Matthew J. Culligan (1970), The Curtis Affair by Martin S. Ackerman (1970), and The Curtis Caper by Joseph C. Goulden (1965).

    Missing Title
  1. Curtis Publishing Company
  2. Ladies' Home Journal
  3. Saturday Evening Post
  4. Country Gentleman.
  5. Parlin, Charles C. q(Charles Coolidge), d1898-
  6. Youker, Henry Sherwood

The Records of the Curtis Publishing Company housed by the University of Pennsylvania fall into three major categories, plus a residual category of a small amount of historical material:

  1. Ladies' Home Journal circa 1887-1946: correspondence, financial records, and a small amount of historical material related to the publication.
  2. Division of Commercial Research, Advertising Department: research reports, speeches, and statistical studies directed by Charles Coolidge Parlin, his associates and successors ca. 1911-1960
  3. serials: in-house publications of the Curtis Company ca. 1913-1957.
  4. historical material, scrapbooks, and memorabilia.

With the exception of a few items of memorabilia, the earliest material in the Curtis Publishing Company records at the University of Pennsylvania does not cover the period when Ladies' Home Journal was edited by Louisa Knapp. The financial records, books of remittances for Ladies' Home Journal date from 1889, the year Edward W. Bok became editor of the Journal. The correspondence of managing editor William V. Alexander begins 10 years later, dating from 1899-1911.

The collection contains only a few items of correspondence dated after 1911 and does not include material related to the editorial content of Saturday Evening Post or Country Gentleman. The second section of the records is the largest: the work of the Advertising Department and its Division of Commercial Research from 1911-1945. These early marketing research studies contain valuable information about the towns and cities in which the research took place. In some of the studies, Charles C. Parlin and his associates attempted to interview every household in the community. Parlin's development of interviewing techniques is of interest to sociologists, anthropologists, folklorists, and others who undertake ethnographic interviewing. The collection of Charles C. Parlin's speeches is also a valuable resource for tracing the development of advertising for specific products.

The Curtis Publishing Company produced a number of in-house newsletters and magazines for employees which offer an inside look at the company for the period 1913-1954. Of particular interest are newsletters published during World War II.

There are a few items of historic interest in the collection in the final series. These include a damaged scrapbook with dates from ca. 1880 when Curtis was publishing Tribune and Farmer to the early years of Ladies' Home Journal.

Bok, Edward W. The Americanization of Edward Bok. The Hague: Martinus Nijhoff, 1921. Bok, Edward W. A Man From Maine. New York: Charles Scribner's Sons, 1923. Fuller, Walter D. The Life and Times of Cyrus H. K. Curtis. Address to the Newcomen Society, 1948. Tebbel, John. George Horace Lorimer and the Saturday Evening Post. New York: Doubleday and Company, 1948. Steinberg, Salme Harju. Reformer in the Marketplace: Edward W. Bok and the Ladies' Home Journal. Baton Rouge: Louisiana State University Press, 1979.

Gift

Publisher
University of Pennsylvania: Kislak Center for Special Collections, Rare Books and Manuscripts
Finding Aid Author
Margaret Kruesi
Finding Aid Date
1992
Use Restrictions

Copyright restrictions may exist. For most library holdings, the Trustees of the University of Pennsylvania do not hold copyright. It is the responsibility of the requester to seek permission from the holder of the copyright to reproduce material from the Kislak Center for Special Collections, Rare Books and Manuscripts.

Collection Inventory

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Series Description

Bound volumes of copies of letters written by William V. Alexander, the managing editor.

Alexander, William V. October 13, 1899-June 15, 1900
Alexander, William V. May 3, 1901-July 1, 1902 . 2 Volumes.
Box 1
Physical Description

2 Volumes

Alexander, William V. January 5, 1903-October 17, 1904 .
Box 2
Alexander, William V. October 19, 1904-August 23, 1905
Alexander, William V. January 24, 1907-October 29, 1908
Wolcott, Teresa H. January 24, 1907 . 2 Volumes.
Box 3
Physical Description

2 Volumes

Alexander, William V. October 13, 1908-January 24, 1910
Alexander, William V. June 28, 1910-January 12, 1911
Wiley, Franklin B. January 11, 1911. 2 Volumes.
Box 4
Physical Description

2 Volumes

Alexander, William V. to Curtis Brown and Massie. March 17, 1910-January 13, 1911.
Box 5
Alexander, William V. November 25, 1902-June 11, 1907
Mintzer, Frank J.L. November 21, 1906-April 19, 1907
Parker, J. E. November 7, 1902-October 17, 1906
Alexander, William V. June 28, 1907-March 11, 1910 . Mintzer, Frank J. L. . 2 Volumes.
Box 6
Description

Art bureau shipments.

Physical Description

2 Volumes

Series Description

Bound volumes of remittances paid to writers and artists.

Remittances, 1889 November 5- 1891 November 6.
Box 7
Remittances, 1891 November 16-1893 December 27.
Box 8
Remittances, 1893 December 29-1898 January 25. 2 Volumes.
Box 9
Physical Description

2 Volumes

Remittances, 1898 January 26-1900 November 1.
Box 10
Remittances, 1900 November 6-1903 June 1.
Box 11
Ladies' Home Journal Contribution Pay Book, 1903 June 2-1906 June 26.
Box 12

Series Description

These two volumes of "monthly service letters received" are an editorial inventory for the Journal.

Monthly report of service letters received. Ladies' Home Journal, 1912-1918.
Box 13
Description

Unbound. Pages covering dates from 1912 to 1917 are glued onto crumbling acid paper.

Ladies' Home Journal Editorial Inventory, 1928-1935.
Box 14

Minutes of Seventh Annual Conference, 1910.
Box 15
Ninth Annual Conference of the Advertising Department of the Curtis Publishing Company, 1913.
Box 16
Tenth Annual Conference of the Advertising Department of the Curtis Publishing Company, 1913.
Box 17
Condensed Report of Advertising Conference, 1915.
Box 18

Series Description

This series consists of the pioneering work in commercial research conducted by Charles Coolidge Parlin, his associates, and his successors. These reports form the bulk of this collection. The early reports are the work of Charles C. Parlin and his close associates, Henry Sherwood Youker, Norwood Weaver, Samuel M. Kinney and Milford J. Baker. Many have no identified authors. Most are bound typewritten reports, illustrated with charts, drawings, and some with photographs. Later reports were printed or published as books.

The research studies are arranged chronologically with a few exceptions. In some multi-volume research studies the separate volumes were not completed in chronological order or within the same year. In these cases, the volume order (Volume A, B, C, D, etc.) is maintained rather than the strict chronological order. Note also that in some instances the date on the binding differs from the date on the title page of the study, dates used here are on the title page. Titles of the research studies vary and not necessarily consistent within different volumes of the same study. Where more than one item is housed in a box, the number of volumes is indicated in the register. These may be either duplicate copies or volumes in a series.

The Curtis Publishing Company guide to this series is titled "Digests of Principal Research Department Studies," 4 vols. 1946 (Box 119). This publication lists the studies chronologically and summarizes the results of each. Because the Curtis Publishing Company Records do not include the complete run of research studies undertaken by Curtis, "Digests‥" provides an important reference for other studies that were undertaken by this department. The reader should be aware that some of the research studies listed are pamphlets and can be found either in the series of speeches and pamphlets by Charles Coolidge Parlin or in the general pamphlet series which follows the Parlin speeches. Advertising charts and summaries of statistics are in a separate series following the research studies, some are also listed in "Digests."

Agricultural Implements: Charles Coolidge Parlin, 1911.
Box 19
Department Store Lines: Charles Coolidge Parlin, 1911 October - 1912 October.
Box 20
Description

Textiles. Vol. A. Interviews and General Index.

Department Store Lines. Charles Coolidge Parlin, 1911 October - 1912 October.
Box 21
Description

Textiles. Vol. B. Retail and Jobbing. Copy 1.

Department Store Lines.
Box 22
Description

Textiles. Vol. B. Copy 2.

Department Store Lines. Blanche E. Hyde, 1912.
Box 23
Description

Textiles. Vol. D. Cloths and Their Uses. [Fabric samples, their origins, uses, wearability.] Copy 1.

Department Store Lines, 1912.
Box 24
Description

Textiles. Vol. D. Copy 2.

Encyclopedia of Cities. Charles Coolidge Parlin and Henry Sherwood Youker, 1913.
Box 25
Description

Cities, An Estimate of Trading Population and of Dry Goods and Ladies' Ready-To-Wear Business.

Pattern Sales. Henry Sherwood Youker
Sewing in the Schools andf College of the United States. Charles Coolidge Parlin., 1913. 2 Volumes.
Box 26
Description

An Estimate of the Trading Population, Volume of Business and Ladies' Home Journal Pattern Sales in all Cities of the United States of 5,000 Population and over.

Physical Description

2 Volumes

Research Papers prepared by the Curtis School under the Direction of Charles Coolidge Parlin, 1913.
Box 27
Contents

* "The Felt Hat Industry." R. S. M. Boyce, New York.
* "Pianos, Organs and Player Pianos." N. W. Emerson, Boston.
* "The Cement Industry." O. R. Graham, Jr., New York.
* "Linoleums and Oilcloths." W. H. Henderson, New York.
* "Paint and Varnish." H. K. Metcalf, Philadelphia.
* "China, Earthenware and Stoneware." Sidney Storer, New York.
* "Roofing." P. H. Thayer, Philadelphia. Copy 1, Copy 2.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 28
Description

Vol. A. Interviews.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 29
Description

Vol. 1B. Gasoline Pleasure Cars. Copy 1.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 30
Description

Vol. 1B. Gasoline Pleasure Cars. Copy 2.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 31
Description

Vol. 1B. Gasoline Pleasure Cars. Copy 3.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 32
Description

Vol. 1B. Gasoline Pleasure Cars. Copy 4.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 33
Description

Vol. 2B. Gasoline Pleasure Cars. Extracts from Interviews.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 34
Description

Vol. C. Electrics, Trucks, Motorcycles, Cyclecars, Parts and Accessories. Copy 1.

Automobiles. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 35
Description

Vol. C. Electrics, Trucks, Motorcycles, Cyclecars, Parts and Accessories. Copy 2.

Automobiles. Charles Collidge Parlin and Henry Sherwood Youker, 1914. 3 Volumes.
Box 36
Description

Vol. D. Confidential Report on Individual Companies. Copy 1, Copy 2, Copy 3.

Physical Description

3 Volumes

Trade Bulletins, 1914-1915. 3 Volumes.
Box 37
Physical Description

3 Volumes

Food Products and Household Supplies. Charles Coolidge Parlin and Henry Sherwood Youker, 1915.
Box 38
Description

Vol. A. Interviews.

Food Products and Household Supplies. Charles Coolidge Parlin and Henry Sherwood Youker, 1915.
Box 39
Description

Vol. B. Sales Channels and Sales Methods.

Food Products and Household Supplies. Charles Coolidge Parlin and Henry Sherwood Youker, 1914.
Box 40
Description

Vol. C. Advertising Possibilities of Pacific Coast Industries.

Food Products and Household Supplies. Charles Coolidge Parlin and Henry Sherwood Youker, 1917.
Box 41
Description

Vol. D. Merchandising of Products.

Food Products and Household Supplies. Charles Coolidge Parlin and Henry Sherwood Youker, 1915.
Box 42
Description

Vol. E. Extracts from Interviews.

The Future of Chains, 1915.
Box 43
Description

Chains and Independents.

Automobiles. Influence of Women. Charles Coolidge Parlin , 1916. 2 Volumes.
Box 44
Contents

* Influence of Women in the Sale of Automobiles.
* Confidential Automobile Interviews

Physical Description

2 Volumes

Attitude of Merchants Toward the Ladies' Home Journal and The Saturday Evening Post as Advertising Mediums, 1916.
Box 45
Description

Extracts from Interviews. Copy 1, Copy 2.

An Inquiry Among Readers of the Country Gentleman, 1916.
Box 46
Contents

* Vol. A.
* Vol. B. contains extracts from replies together with 150 original letters.

Farm Tractors. Charles Coolidge Parlin and Henry Sherwood Youker assisted by George C. Rohrs and William Shaw, 1916. 2 Volumes.
Box 47
Description

Vol. A. Interviews. Copy 1, Copy 2.

Physical Description

2 Volumes

Farm Tractors, 1916.
Box 48
Description

Vol. B. Manufacturing and Selling. Copy 1.

Farm Tractors, 1916.
Box 49
Description

Vol. B. Manufacturing and Selling. Copy 2.

Canned Soup. Henry Sherwood Youker with Samuel M. Kinney and Miller Munson, 1917.
Box 50
Electrical Industry. Charles Coolidge Parlin assisted by Henry Sherwood Youker and Norwood Weaver, 1917. 2 Volumes.
Box 51
Description

Vol. A. Interviews. Copy 1, Copy 2.

Physical Description

2 Volumes

Electrical Industry. Charles Coolidge Parlin assisted by Henry Sherwood Youker and Norwood Weaver, 1917.
Box 52
Description

Vol. B. Manufacturing and Merchandising. Copy 1.

Electrical Industry. Charles Coolidge Parlin assisted by Henry Sherwood Youker and Norwood Weaver, 1917.
Box 53
Description

Vol. B. Manufacturing and Merchandising. Copy 2.

The Farm Market. Charles Coolidge Parlin, Henry Sherwood Youker, William Wellington Paine, 1917. 2 Volumes.
Box 54
Description

Vol. A. Interviews. Copy 1, Copy 2.

Physical Description

2 Volumes

The Farm Market. Charles Coolidge Parlin, Henry Sherwood Youker, William Wellington Paine, 1917.
Box 55
Description

Vol. A. Interviews. Copy 3.

Farm Markets. Charles Coolidge Parlin, Henry Sherwood Youker, William Wellington Piane, 1918.
Box 56
Description

Vol. B. Report of Investigation.

Feeds and Fertilizers. Henry Sherwood Youker, 1917.
Box 57
Description

Vol. A. Stock Feed and Commercial Fertilizer. Interviews.

Feeds and Fertilizers. Henry Sherwood Youker, 1917.
Box 58
Description

Vol. B. Stock Feed and Commercial Fertilizer. Report.

Canned Beans, 1919. 2 Volumes.
Box 59
Description

Vol. A. Interviews. Copy 1, Copy 2.

Physical Description

2 Volumes

Canned Beans, 1919. 2 Volumes.
Box 60
Description

Vol. B. Report of Investigation. Copy 1, Copy 2.

Physical Description

2 Volumes

Coal-Tar Dyes. Merchandising Problems of Coal-Tar Dyes, 1919.
Box 61
Oleomargarine. William Wellington Paine, 1919.
Box 62
An Agricultural Trading Center. Sabetha, Kansas, 1920.
Box 63
Automobile Markets, 1920. 2 Volumes.
Box 64
Description

Vol. A. Interviews. Copy 1, 2.

Physical Description

2 Volumes

Automobile Markets, 1920. 4 Volumes.
Box 65
Contents

* Vol. B. Report of Investigation. Copy 1, Copy 2 (4 vols.).
* Vol. C. Influence of Women. Copy 1, Copy 2.

Physical Description

4 Volumes

Automobile Tires, 1920. 3 Volumes.
Box 66
Description

Copy 1, Copy 2, Copy 3.

Physical Description

3 Volumes

Continuous Production. Charles Coolidge Parlin, 1920. 2 Volumes.
Box 67
Description

Copy 1, Copy 2.

Physical Description

2 Volumes

The Country Gentleman Questionnaire, 1920. 2 Volumes.
Box 68
Description

Copy 1, Copy 2.

Physical Description

2 Volumes

Machine Tools. Samuel M. Kinney, 1920. 2 Volumes.
Box 69
Description

Copy 1, Copy 2.

Physical Description

2 Volumes

Motor Trucks. Samuel M. Kinney and Milford J. Baker, 1920. 2 Volumes.
Box 70
Description

Copy 1, Copy 2.

Physical Description

2 Volumes

National Prohibition, 1920. 5 Volumes.
Box 71
Contents

* Vol. A. Interviews. Copy 1, Copy 2.
* Vol. B. Report of Investigation. Copy 1, Copy 2, Copy 3.

Physical Description

5 Volumes

The Public Ledger, 1920.
Box 72
Description

Interviews (The Philadelphia Public Ledger, newspaper. Persons interviewed are identified by name and company).

Retail Hardware Stores. Milford J. Baker, 1920. 2 Volumes.
Box 73
Description

Copy 1, Copy 2.

Physical Description

2 Volumes

Tools, 1920.
Box 74
Description

Vol. A. Interviews.

Department Store Lines, 1921.
Box 75
Description

Vol. AA. Interviews.

Merchandising of Department Store Lines, 1920. 3 Volumes.
Box 76
Description

Vol. BB. Copy 1, Copy 2, Copy 3.

Physical Description

3 Volumes

Encyclopedia of Cities, 1920-1921. 2 Volumes.
Box 77
Description

Department Store, Wholesale Dry Goods and Wholesale Grocery Business. Comparative Estimates. Copy 1, Copy 2. 1920 on binding.

Physical Description

2 Volumes

Foods, 1921.
Box 78
Description

Vol. AA. Interviews with Wholesale Grocers.

The Gas Industry. Charles Coolidge Parlin and Milford J. Baker, 1921. 2 Volumes.
Box 79
Description

Copy 1, Copy 2.

Physical Description

2 Volumes

New York Survey of firms with advertising potential, circa 1922.
Box 80
Where Do the Best Customers Live? . Milton J. Blair, 1923.
Box 81
Description

A Study of Curtis Distribution. Includes summary of interviews with subscribers, bankers, grocery store owners in Bloomington, IL.

Radio, 1925.
Box 82
Description

Vol. A. Interviews.

Radio, 1925.
Box 83
Description

Vol. B. Report.

City A and City B: A Story of Circulation Based on An Every Home Survey of Two Cities. Schenectady, NY and Canton, OH, 1925-1926.
Box 84
Automobiles. Influence of Women, 1926. 2 Volumes.
Box 85
Description

Interviews with car dealers. Copy 1 Copy 2.

Physical Description

2 Volumes

Automobiles. Influence of Women, 1926.
Box 86
Description

Interviews with car dealers. Copy 3.

Profitable Selling in Changing Markets. Watertown, NY, 1928.
Box 87
The Aviation Industry, 1930.
Box 88
Description

A Study of Underlying Trends.

The Passenger Car Industry. Charles Coolidge Parlin and Fred Bremier, 1932.
Box 89
Description

Report of a Survey.

The Problem of Private Brands. Charles Coolidge Parlin, 1932.
Box 90
Cities Service Company. Hartford Survey, 1933.
Box 91
Description

Hartford, CT survey of passenger car owners consumption of gasoline, oil, and grease.

Wayne County Survey. Wayne County, NY, 1933.
Box 92
Description

Survey of rural use of commodities, contents of pantries. Title page has 1935.

Importance of Grocery, Drug and Cosmetic Advertising to the Curtis Publishing Company, 1934.
Box 93
Life Insurance Survey, 1934. 4 Volumes.
Box 94
Contents

* Vol. 1. Comments and Opinions.
* Vol. 2. Details of Survey. Copy 1.
* Life Insurance Survey. Rochester, NY; and Mansfield, Wooster, Dalton, Shreve, Smithville, and West Salem, OH. 1934 .
* Policy Holder Analysis. Philadelphia, PA and suburbs. Fred Bremier. circa 1934.

Physical Description

4 Volumes

Life Insurance Survey, 1934.
Box 95
Description

Vol. 2. Details of Survey. Copy 2.

National Market Basket, 1934. 4 Volumes.
Box 96
Contents

* A Message to Wholesale Grocers. 1934.
* A Wholesaler Talks to His Partner. undated.
* The Complete Food Market. ca. 1935.

Physical Description

4 Volumes

Wives' Influence on Husbands' Life Insurance, 1934. 2 Volumes.
Box 97
Description

Vol. B. Copy 1, Copy 2.

Physical Description

2 Volumes

Dry Waste Survey Presentation, 1936.
Box 98
Description

Philadelphia, PA, analysis of trash generated by 56 households in 4 distinct neighborhoods to analyze brand preferences and commodity consumption patterns.

Magazines, Newspaper Supplements, Farm Publications and Radio. Charles Coolidge Parlin, 1937.
Box 99
Description

Unbound.

Gasoline and Oil Survey, 1938. 3 Volumes.
Box 100
Contents

* Survey of brand preference and loyalty, Dallas, TX; Grand Rapids, MI; Peoria, IL; Wichita, KS.
* Survey on Selective Markets for Replacement Passenger Car Batteries.
* Survey on Selective Markets for Replacement Passenger Car Brake Lining.

Physical Description

3 Volumes

Truck Tire Survey. Rochester NY, 1939.
Box 101
Who Buys Automobiles and Automotive Products? , 1939.
Box 102
Description

A Report of the U.S. Consumer Purchase Survey.

Appliance Survey. Refrigerator Dealer Interviews, 1940.
Box 103
Automobile Storage Battery Survey, 1940. 2 Volumes.
Box 104
Contents

* Part 1—Personal Interviews with Battery Buyers from Atlanta, GA; Cedar Rapids, IA; Charlotte, NC; Chicago, IL; Cleveland, OH; Dallas, TX; Elmira, NY; Los Angeles, CA; Macon, GA; Minneapolis, MN; Rochester, NY; San Francisco, CA; Seattle, WA; Springfield, MA; and Wichita, KS.
* Part 3—Mail Returns and Personal Interviews.

Physical Description

2 Volumes

Trucks, 1940. 3 Volumes.
Box 105
Contents

* Urban Market Survey, Rochester, NY.
* Complete Report of Detail Data.
* RuralMarket Survey. Lenawee County, MI.

Physical Description

3 Volumes

Grocery Purchases Survey A, Binghampton, NY, 1941. 5 Volumes.
Box 106
Contents

* Grocery Purchase Survey A, Binghampton, NY. Copy 1, Copy 2.
* Grocery Purchase Survey B, Binghampton, NY. Copy 1, Copy 2.
* Meat Dealer Survey, Part 1, in eight cities: Philadelphia, PA; Utica, NY; Columbus, OH; Cincinnati, OH; Chicago, IL; Des Moines, IA; Oklahoma City, OK; and Seattle, WA

Physical Description

5 Volumes

How Can Women's Magazines Cover So Many More Homes Than Their Circulation Figures Show? Ladies' Home Journal., 1941.
Box 107
Detail Material to Report of Survey on Fire, Automobile, and Casualty Insurance, 1943.
Box 108
Description

Residence and Personal Insurance Only.

Saturday Evening Post Aviation Survey, 1946.
Box 109
The Balance Sheet of Advertising, 1947.
Box 110
Description

A Study of the Brand Preferences of Housewives for Fifty Grocery Store Commodities.

Study of Auto Dealers in Five Cities. Framingham, MA; Joplin, MO; Newburgh, NY; Plainfield, NJ; and Washington, PA, 1948.
Box 111
The Television Industry. Fred Bremier, 1948.
Box 112
Manufacturing Customers. Brand Preference Survey, 1951.
Box 113
Market Areas in the United States, 1952.
Box 114
Description

By state, includes large U.S. map in pocket.

Rural America is a Major Basic Market, circa 1953.
Box 115
Remember Automobile Row, 1959.
Box 116
Description

SEP automobile advertising.

An analysis of a Typical City Market, Harrisburg, PA , undated.
Box 117
Description

Billboard advertising, photographs, maps, interviews. Unbound.

Middletown Story, undated.
Box 118
Digests of Principle Research Department Studies, 1911-1949. 4 Volumes.
Box 119
Contents

* Volume 1: 1911-1925
* Volume 2: 1926-1940
* Volume 3: 1941-1945
* Volume 4: 1946-1949

Physical Description

4 Volumes

Series Description

These volumes were produced concurrently with the research reports by the Advertising Department. They have been placed in a separate series because their format differs from the research reports, and because most of these summaries of statistics were issued annually, thus for each topic, for example, "Advertising in Farm Publications" or "City Markets and Curtis Circulation" there is a series of volumes that have been boxed together.

Table Showing Advertising Investments of Leading Advertisers Using $10,000 and Over in 31 Publications, unbound, 1911.
Box 120
Table Showing Advertising Investments of Leading Advertisers Using $10,000 and Over in 30 Publications, unbound, 1911-1916.
Box 121
Table Showing Advertising Investments of Leading Advertisers Using $10,000 and Over in 30 Publications, unbound, 1917.
Box 122
Advertising Charts, Automobile Parts and Accessories, unbound, 1913-1916.
Box 123
Circulation Data, unbound, 1915-1919.
Box 124
Description

Statement of Circulation, Saturday Evening Post. By Classes of Population, based on Issue of May 1st, 1920 and April 1, 1920 .

Advertising Charts, 1915-1928. 6 Volumes.
Box 125
Contents

* Advertising Charts, 1915-1923 . Curtis Publishing Company. 1924. Showing Expenditures in Leading National and Farm Publications.
* Advertising Charts, 1919-1925 . Curtis Publishing Company. 1925. Showing Advertising Expenditures in Leading National and Farm Publications.
* Advertising in The Saturday Evening Post 1926. Curtis Publishing Company. 1927.
* Advertising in Women's Publications 1926. Curtis Publishing Company, 1927.
* Advertising in Ladies' Home Journal and Other Women's Publications, 1927. Curtis Publishing Company. 1928.
* Revenue in The Saturday Evening Post From Units of Less Than a Page in Size 1928. Curtis Publishing Company. 1928.

Physical Description

6 Volumes

Advertising in Farm Publications, 1918-1920. 5 Volumes.
Box 126
Physical Description

5 Volumes

Advertising in Farm Publications, 1921-1923. 5 Volumes.
Box 127
Physical Description

5 Volumes

City Markets and Curtis Circulation, 1923-1932. 6 Volumes.
Box 128
Contents

* City Markets and Curtis Circulation. Chicago, Philadelphia, Detroit, Cleveland, St. Louis. 1923. 6 vols. 2 copies.
* City Markets and Curtis Circulation. New York, Chicago, Philadelphia, Boston, Detroit, Cleveland, St. Louis. 1924.
* City Markets and Curtis Circulation. New York, Chicago, Philadelphia, Boston, Detroit, Cleveland, St. Louis, Los Angeles, Minneapolis, Kansas City, Atlanta, Dallas. 1926.
* City Markets. A Study of City Markets Based on Curtis Circulation. 1928-1929.
* City Markets. A Study of Thirty-five Cities. 1932.

Physical Description

6 Volumes

Sales Quotas, 1924-1929. 3 Volumes.
Box 129
Contents

* Sales Quotas. By Counties. 1924. 3 vols.
* Sales Quotas. By Counties and By Cities over 10,000 Population. 1927-1928.
* Sales Quotas. By Counties and By Cities over 10,000 Population. 1928-1929. Large chart on inside cover.

Physical Description

3 Volumes

Sources of Information, circa 1920-1923.
Box 130
Description

Unbound notebook belonging to Charles Coolidge Parlin.

25 Leading Agents of 1936.
Box 131
Advertising Classification Analysis, 1945.
Box 132
Correspondents' Text Book. May 1954, revised April 29, 1960.
Box 133

Series Description

Cyrus Curtis not only supported his magazines through advertising, he was a believer in advertising his own publications. This series consists of materials that promote the value of advertising in Curtis Publishing Company's publications.

Color Advertisements Saturday Evening Post, 1915.
Box 134
Color Advertisements Saturday Evening Post, 1916.
Box 135
The Determining Factor (LHJ)
Proofs (LHJ, SEP, CJ), 1916. 2 Volumes.
Box 136
Physical Description

2 Volumes

Two Pages Facing
Two Color Advertising, 1916-1917. 7 Volumes.
Box 137
Description

Some Suggestions for Advertising Display.

Physical Description

7 Volumes

Where Opportunity is Great. 1916 (LHJ)
Two Pages Facing in the Ladies' Home Journal. 1921
Leadership. 1929 (LHJ). 5 Volumes.
Box 138
Physical Description

5 Volumes

The Saturday Evening Post. Curtis Publishing, Advertising Department, 1929. 3 Volumes.
Box 139
Description

200th anniversary advertising promotion.

Physical Description

3 Volumes

The Saturday Evening Post. 1930
The Saturday Evening Post...Looking ahead...circa 1930
The Saturday Evening Post Survey B. 1930. 3 Volumes.
Box 140
Physical Description

3 Volumes

Radio Story What is Advertising. 1935 (SEP)
People on the Way Up. 1936 (SEP)
Cases. 1939 . 3 Volumes.
Box 141
Physical Description

3 Volumes

How Thin is a THIN Market, 1937. 2 Volumes.
Box 142
Contents

* Part A (narrative accompanying chart, red folder).
* Part B (chart).

Physical Description

2 Volumes

Again—Curtis Makes News! 1938 (4 color process)
Reproduction of a Journal Cover by Dye-Transfer Process. undated.
Box 143
Life vs. Post. 1941
Summary of Surveys in Post Field Since 1925. 1940, with Supplement, January 1941
Scrapbook used in survey of public reaction to new form of Post. 1942 (Study #1), 1941. 4 Volumes.
Box 144
Physical Description

4 Volumes

Things happen when the Journal comes out! No. 5. 1941
Things happen when the Journal comes out! No. 7. 1941
Things happen when the Journal comes out! No. 9. undated . 3 Volumes.
Box 145
Physical Description

3 Volumes

Tribute to the Unconquerables. Saturday Evening Post War Bond Promotion. 1943
The U.S. Treasury Department and the Saturday Evening Post Present a War Bond Show. 1943. 2 Volumes.
Box 146
Physical Description

2 Volumes

Saturday Evening Post advertising photostats, with folder of memos re: talk by Brewer, 1959.
Box 147

Series Description

This collection of the speeches of Charles C. Parlin, who invented marketing research, is a valuable resource for understanding the background for contemporary marketing practices in the United States. Included are pamphlet-length research reports written during the same time period as those in the series of research reports above.

The speeches of Charles Coolidge Parlin are filed in chronological order dated from 1914-1941. Many of the speeches have no title and were identified on the original folders by a brief reference to the organization he was addressing. These folders have been labeled "Address" followed by the name of the organization. A few speeches have no title or organization mentioned, for these the subject of the speech is noted in brackets. Pamphlets, typescripts, and published versions of the speeches are interfiled in this series.

The Philosophy of Buying, 1914 June 23.
Box 148 Folder 1
How a Manufacturer May Make A Trade Investigation, 1914 July 2.
Box 148 Folder 2
Address. National Coffee Roasters Association, 1915 December 14.
Box 148 Folder 3
Address. Joseph Campbell Company, 1915 December 28.
Box 148 Folder 4
The Merchandising of Automobile Parts and Accessories, 1915.
Box 148 Folder 5
The Merchandising of Automobiles, 1915.
Box 148 Folder 6
The Merchandising of Commercial Motor Vehicles, 1915.
Box 148 Folder 7
Address. National Hardware Association, 1916 June 1.
Box 148 Folder 8
The Manufacturer, the Retailer and Branded Merchandise. Convention of Associated Advertising Clubs of the World, 1916 June 27.
Box 148 Folder 9
The Merchandising of Tractors. Kansas City Tractor Show, 1917 February 15.
Box 148 Folder 10
Business in 1918.
Box 148 Folder 11
The Farm Market, 1918.
Box 148 Folder 12
Basic Facts of Prosperity in 1920. The Robert Morris Club, 1920 February 21.
Box 148 Folder 13
The Business Man's Part in Relation to Agricultural Production, 1920 April 28.
Box 148 Folder 14
Consumer is King. Southern Hardware Jobbers Association and the American Hardware Manufacturer's Association, 1920.
Box 148 Folder 15
Potential Markets. National Association of Motor Truck Sales Managers, 1920 November 19.
Box 148 Folder 16
Motor Accessory Speech, circa 1920.
Box 148 Folder 17
Automotive Advertising Must Emphasize Utility. Motor and Accessory Manufacturer's Association, 1921 January 13.
Box 148 Folder 18
Address. Salesmen's Association of the Paper Industry, 1921 April 12.
Box 148 Folder 19
The Present Selling Problem. Manufacturing Perfumers' Association, 1921 May 10.
Box 148 Folder 20
Address. National Pipe and Supplies Association, 1921 May 11.
Box 148 Folder 21
Address. American Supply and Machinery Manufacturer's Association, 1921 May 17.
Box 22 Folder 22
Address. Long-Bell Lumber Company, 1921 June 3.
Box 148 Folder 23
Helping the Retailer Through the Period of Readjustment, 1921 June 17.
Box 148 Folder 24
Address. Convention Carnation Milk Brokers and Salesmen, 1921 October 19-20.
Box 148 Folder 25
Advertising and Selling of Mina Taylor Dresses, circa 1921.
Box 148 Folder 26
Address. Automotive Equipment Association, 1921.
Box 148 Folder 27
Food Industry Cooperative Advertising, 1921.
Box 148 Folder 28
Merchandising Gas Appliances, 1921.
Box 148 Folder 29
Music Master, circa 1921.
Box 148 Folder 30
Present Merchandising Problems, 1921.
Box 148 Folder 31
Address. Wool Blanket Manufacturer's Association, circa 1921.
Box 148 Folder 32
Merchandising in 1922. Conference of Paint and Varnish Advertising, 1922 June 28.
Box 148 Folder 33
Changing Conditions. In The U and I of Buick, 1922 June.
Box 148 Folder 34
Description

Vol. 2, No. 10.

Advertising as a Tool for Manufacturers' Salesmen. In Printer's Ink, 1922 June.
Box 148 Folder 35
How Advertising Can Make an Industry. American Face Brick Association, 1922 December 5-7.
Box 148 Folder 36
Can New England Hold Her Markets? In Better Business, 1922 December.
Box 148 Folder 37
Advertising and Selling, 1922.
Box 148 Folder 38
Business Conditions, 1922.
Box 148 Folder 39
Changes in the Consumer Market, circa 1922.
Box 148 Folder 40
Changing Markets. For Armour's Magazine, 1922.
Box 148 Folder 41
Address. Western Company, 1923 February 16.
Box 149 Folder 42
Report. Davenport Bed Makers of America, 1923 April 12.
Box 148 Folder 43
Address. American Face Brick Association, 1923.
Box 149 Folder 44
Advertising and Selling. In Cheesekraft, 1923.
Box 149 Folder 45
Business Conditions Affecting the Paint Industry, circa 1923.
Box 149 Folder 46
Address. Machinery Builders Society, 1924 May 5.
Box 149 Folder 47
Advertising as a New Force in Selling. Pennsylvania Bankers, 1924 May 23.
Box 149 Folder 48
National Advertising and How It Fits in with Local Advertising for the Jobber and Dealer. Electrical Supply Jobbers Association, 1924 June 4.
Box 149 Folder 49
Description

Typescript and published copy in The E.S.J.A. Reminder, July, 1924.

Address. Ice Cream Manufacturer's Association, 1924.
Box 149 Folder 50
Address. Pennsylvania Grade Crude Oil Association, 1924.
Box 149 Folder 51
Advertising and Selling, 1924.
Box 149 Folder 52
Address. Dry Goods Association, 1925 January.
Box 149 Folder 53
Address. American Management Association, 1925 April 23.
Box 149 Folder 54
Address. Independent Oil Men of America, 1925 November 8.
Box 149 Folder 55
Address. Common Brick Association, 1925.
Box 149 Folder 56
The Merchandising of Radio, 1925.
Box 149 Folder 57
Measuring Advertising Value. Sheet Steel Executives, 1926 May 19.
Box 149 Folder 58
Address. Strathmore Paper Company, 1926 June 14.
Box 149 Folder 59
The Growth of Color Advertising. International Association of Printing House Craftsmen, 1926 July 28.
Box 149 Folder 60
Description

Typescript and printed copy.

Advertising and Selling. National Electric Light Association, 1926 September 21.
Box 149 Folder 61
Address, 1926 October 11.
Box 149 Folder 62
Address. McCaskey Registry Company, 1926 October 11.
Box 149 Folder 63
Address. Wool Pulling Committee, 1926.
Box 149 Folder 64
Berea Industries, 1926.
Box 149 Folder 65
Cutting Distribution and Marketing Costs, 1926.
Box 149 Folder 66
The Ladies' Home Journal, circa 1926.
Box 149 Folder 67
National Advertising and Selling. Knox Dunlap Hat Company, 1926.
Box 149 Folder 68
The Saturday Evening Post, circa 1926.
Box 149 Folder 69
Cooperative Advertising in Big Industry. Anthracite Industry, 1927.
Box 149 Folder 70
National Advertising and Selling, 1927.
Box 149 Folder 71
Mr. Parlin Tells Bankers About Advertising, 1927.
Box 149 Folder 72
Seeking Larger Markets, 1927.
Box 149 Folder 73
Seeking Larger Markets. In The Macaroni Journal. Macaroni Convention, 1928 January 15.
Box 149 Folder 74
National Advertising and Selling, 1928 March 25.
Box 149 Folder 75
Address. Furniture Club. Published in Furniture South, 1928.
Box 149 Folder 76
What Is Our Competition? New England Council, Committee on Recreational Resources, 1928 June.
Box 149 Folder 77
Association Advertising and Its Significance in Modern Merchandising. Plumbing and Heating, 1928.
Box 149 Folder 78
Selling a Parade. In The Red Barrel. Coca Cola Company, 1929 August 15.
Box 149 Folder 79
Description

Vol. 8, No. 8.

How to Make Cooperative Advertising Pay, 1929.
Box 149 Folder 80
Address. Ballard & Ballard, 1930 March.
Box 149 Folder 81
What Commercial Research is Doing for Manufacturers. Boston Conference on Retail Distribution, 1931 September 14.
Box 149 Folder 82
Position of the Curtis Publishing Company on Advertising Rates. New York Council of American Association of Advertising Agencies, 1931 October 19.
Box 149 Folder 83
Address. Merchant Tailors, 1931.
Box 149 Folder 84
Address. Whitman Candy, 1931.
Box 149 Folder 85
Commercial Research. Chapter for Atlantic Monthly's book, 1931.
Box 149 Folder 86
Surveying Pantries. Boston Conference on Retail Distribution. In Butchers Advocate and the Food Merchant, 1932.
Box 149 Folder 87
Magazines Are Especially Effective in the Present Crisis.
Box 149 Folder 88
Brief on Grades A, B and C Submitted by Charles Coolidge Parlin in Behalf of the National Publishers Association to Supplement His Statement Made February 27 before the Senate Committee at the Public Hearings on S. 2800. ., circa 1934.
Box 149 Folder 89
What Does the Consumer Want? American Trade Association Executives, 1936 April 27.
Box 149 Folder 90
Honor Parlin As Founder of Market Research. Advertising Age, 1936 June 1.
Box 149 Folder 91
Description

Clipping.

Testimonial Dinner to Mr. Charles Coolidge Parlin by American Marketing Society. Philadelphia, 1936 June 5.
Box 150 Folder 92
Selling Mutual Insurance. Mutual Insurance Advertising Sales Conference, 1936 October 13.
Box 150 Folder 93
Evolution of Industry Leads to Legislation, circa 1936.
Box 150 Folder 94
Why National Advertising? Public Utilities Advertising Association, 1937 June 22.
Box 150 Folder 95
Address. Real Silk Hosiery Mills, Inc., 1937 August 27.
Box 150 Folder 96
Advertising and Its Critics. Boston Conference on Distribution, 1937 September 20.
Box 150 Folder 97
National Advertising in the Past Quarter Century, 1937 September.
Box 150 Folder 98
Creating Prestige for Gas. American Gas Association, 1937 September 30.
Box 150 Folder 99
Fifty Questions and Answers Concerning Advertising, 1937.
Box 150 Folder 100
Fifteen Years Later. Pennsylvania Grade Crude Oil Association, 1938 June 16.
Box 150 Folder 101
Two Years Later—A Review of Advertising after Two Years of Travel and Reflection, 1939.
Box 150 Folder 102
C. C. Parlin Gives Fine Talk before Club. In The Adcrafter, 1940 May 14.
Box 150 Folder 103
Address. Association of Financial Advertisers, 1940 October 30.
Box 150 Folder 104
Franklin Dinner, 1940.
Box 150 Folder 105
Address on Advertising. Florida State Bankers Association, 1941 April 11.
Box 150 Folder 106
Address. Hickock Manufacturing, undated.
Box 150 Folder 107
Jobber is Essential, undated.
Box 150 Folder 108
The Merchandising of Textiles. The National Wholesale Dry Goods Association, undated.
Box 150 Folder 109
Address. Pet Milk Sales Convention, undated.
Box 150 Folder 110

Series Description

This series of lectures on the topics of advertising and marketing was inaugurated in memory of Charles C. Parlin and delivered annually. They are arranged in chronological order.

Lundberg, George A., "Marketing and Social Organization", 1945 May 15.
Box 151 Folder 111
George, Edwin B. "The Role of Marketing in War and Peace", 1946 May 28.
Box 151 Folder 112
Wilson, R. S., "Salesmanship as a Profession", 1947.
Box 151 Folder 113
Coyle, M. E., "The Manufacturer's Responsibility in Distribution", 1948 May 18.
Box 151 Folder 114
Bullis, Harry A., "Marketing Problems in Milling" and Borden, Neil H., "Appraisal of a National Marketing Program", 1949 May 18.
Box 151 Folder 115
Eckert, Samuel B., "Fundamentals of Sound Marketing", 1950 May 16.
Box 151 Folder 116
Austin, David F., "The Rediscovery of the Free Market", 1951 May 16.
Box 151 Folder 117
Nystrom, Paul H., "The Outlook for Free Enterprise", 1952 May 20.
Box 151 Folder 118
Johnson, Robert Wood, "Executive Freedom and Responsiblity", 1953 May 19.
Box 151 Folder 119
Alderson, Wroe, "Problem Solving and Marketing Science", 1954 June 15.
Box 151 Folder 120
Hobart, Donald M., "Dynamic Marketing", 1954 June 15.
Box 151 Folder 121
Evans, T. M., "Marketing in this Era of Diversification", 1955 May 18.
Box 151 Folder 122
Stanton, Frank, "Marketing and a New Social Force", 1956 May 15.
Box 151 Folder 123
Cox, Reavis, "Consumer Convenience and the Retail Structure of Cities", 1958 May 27.
Box 151 Folder 124
Houser, Theodore V., "Outline of Mass Marketing Principles", 1958 May 27.
Box 151 Folder 125
Mortimer, Charles G., "The Creative Factor in Marketing", 1959 May 13.
Box 151 Folder 126
Harper, Jr., Marion, "A New Profession to Aid Management", 1960 May 17.
Box 151 Folder 127
Nielsen, Sr., Arthur C., "Marketing Research, Past, Present and Future", 1963 May 21.
Box 151 Folder 128

Series Description

Many of the pamphlets in this series cover Curtis Publishing Company policies regarding advertising Included here are a few speeches and papers that were not authored by Charles C. Parlin.

The Ladies' Home Journal, the Saturday Evening Post and the new building for the Curtis Publishing Company. In Profitable Advertising, 1908.
Box 152 Folder 129
National Advertising, The Modern Selling-Force, circa 1912.
Box 152 Folder 130
The Curtis Advertising Code, 1912.
Box 152 Folder 131
The Curtis Advertising Code, 1914.
Box 152 Folder 132
The Curtis Advertising Code with Digest of Rulings, 1914.
Box 152 Folder 133
Sisson, Everett. Trademarked Lumber, 1915.
Box 152 Folder 134
Mercer, C. D. What Is Your Market? An Analysis of the Roofing Situation, 1916 September 13.
Box 152 Folder 135
Youker, Henry Sherwood. Post War Markets, 1919.
Box 152 Folder 136
Curtis Standards. Advertisement Standards Covering Copy, Plates, Borders, Type Faces, etc., 1922.
Box 152 Folder 137
Reed, Alan H. Paper Used and Wasted in Printing..., 1923.
Box 152 Folder 138
What Is Circulation, 1923.
Box 152 Folder 139
Building a College Career on Character, 1925.
Box 152 Folder 140
What 3,123 Pantries Tell about Your Business, 1933.
Box 152 Folder 141
Your Company, 1933.
Box 152 Folder 142
Description

Pamphlet.

Standards for Advertisements, 1934.
Box 152 Folder 143
Hobart, Donald M. Planning A Holiday [Holiday magazine] before the New York Chapter of the American Marketing Association, 1946 May 23.
Box 152 Folder 144
Butler, Ralph Starr, Remarks by Ralph Starr Butler re: Charles C. Parlin. American Marketing Association, 1947 June 11.
Box 152 Folder 145
Polking, Kirk. Curtis. In Writer's Yearbook, 1958.
Box 152 Folder 146
The Midnight Oath [Calvin Coolidge], undated.
Box 152 Folder 147

Series Description

This series consists of newsletters and magazines published by Curtis for the benefit of employees is arranged in chronological order by date of first publication. The earliest is Obiter Dicta (1913-1915) issued by the Advertising Department. The most important was the Bulletin (1922-1930) which discusses company policies and gives editorial and circulation reports for the major Curtis publications. Curtis Folks (1921-1928) is a human interest magazine for and about Curtis employees. From Pillar to Post, The Observation Post, Home Front Journal and "The Way It Looks from Here" are newsletters that were issued during and just after the second World War.

Obiter Dicta. Nos. 1-10, 1913 May-1915 November.
Box 153 Folder unknown container
Description

Issued by the Advertisting Department of the Curtus Publishing Company.

Curtis Folks. Vols. 1-2, 1921 November-1923 October.
Box 154 Folder 148-151
Curtis Folks. Vol. 2.
Box 155 Folder unknown container
Curtis Folks. Vols. 3-4, 1923 November-1925 October.
Box 156 Folder 152-155
Curtis Folks. Vols. 5-7, 1925 November-1928 May.
Box 157 Folder 156-161
Bulletin. Nos. 1-35 [missing No. 5], 1922 June-1923 December.
Box 158 Folder 162-177
Bulletin. Nos. 36-59, 1924 January-1925 March.
Box 159 Folder 179-189
Bulletin. Nos. 60-79, 1925 April-1926 October.
Box 160 Folder 190-203
Bulletin. Nos. 80-96, 1926 November-1927 December.
Box 161 Folder 204-216
Bulletin. Nos. 97-116, 1928 January-1929 December.
Box 162 Folder 217-236
Bulletin. Nos. 117-120, 1930 January-July.
Box 163 Folder 237-240
Partial Bulletins, undated.
Box 163 Folder 241
Index to Bulletin, 1926 November.
Box 163 Folder 242
Index to Bulletin, 1928 September.
Box 163 Folder 243
Index to Bulletin, 1938 November 22.
Box 163 Folder 244
Index to Bulletin Nos. 105-120, 1928 November-1930 July 1930.
Box 163 Folder 245
Home Front Journal. Vols. 1-4, 1942 July-1945 November.
Box 164 Folder unknown container
Description

Printed for the U.S. Treasury Department. Edited by Women's Section, War Finance Division and Published as a Ladies' Home Journal Contribution.

"The Way It Looks From Here". Vol. 1, Nos. 1-35, 1944 August 8-1945 April 18.
Box 165 Folder 246
"The Way It Looks From Here". Vol. 2, Nos. 1-25, 1945 April 25-October 10.
Box 165 Folder 248
"The Way It Looks From Here". Vol. 3, Nos. 1-25. Missing No. 5, 1945 October 17-1946 April 3.
Box 165 Folder 249
"The Way It Looks From Here". Vol. 4, Nos. 1-25. Missing No. 23, 1946 April 10-October 2.
Box 165 Folder 250
"The Way It Looks From Here". Vol. 5, Nos. 2-25, 1946 October 23-1947 April 30.
Box 165 Folder 251
"The Way It Looks From Here". Vol. 6, Nos. 1-25, 1947 May 7-November 19.
Box 165 Folder 252
"The Way It Looks From Here". Vol. 7, Nos. 1-9. Missing No. 2, 1947 November 26-1948 February 3.
Box 165 Folder 253
From Pillar to Post. Nos. 1-3, 1942 January-March.
Box 166 Folder 254
The Observation Post. Nos. 1-5, 1946 April-December.
Box 166 Folder 255
The Observation Post. Nos. 6-9, 1947 January-March.
Box 166 Folder 257
The Observation Post. Nos. 10-14, 1947 April-August .
Box 166 Folder 258
The Observation Post. Nos. 15-20, 1947 September-December 1947.
Box 166 Folder 259
The Observation Post. Vol. 2. Nos. 1-6, 1948 January-March.
Box 166 Folder 260
The Observation Post. Vol. 2. Nos. 8-16, 1948 June-November.
Box 166 Folder 261
The Observation Post. Vol. 2. Nos. 17-19, 1949 February-June.
Box 166 Folder 262
The Observation Post. Vol. 3. Nos. 1-4. Missing No. 2, 1949 July-1950 February.
Box 166 Folder 263
The Observation Post. Vols. 4, 5, 6, 7, 1951-1954.
Box 166 Folder 264
People, 1946 May .
Box 167 Folder 265
Description

Test copy, paste up.

The Curtis Line. Vol. 3. No. 11, 1947 December.
Box 167 Folder 266
The Curtisman. Vol. 11. No. 6, 1952 June-July.
Box 167 Folder 267
The Curtis Pacemaker, 1957 January.
Box 167 Folder 268

Series Description

This series contains material related specifically to Ladies' Home Journal, Country Gentleman, Saturday Evening Post and Holiday. There are boxes of file folders containing pamphlets about these publications and scrapbooks of covers and other memorabilia relating to the publications. Items are filed chronologically under the heading of the magazine title.

The story of a magazine. In the Chataquan Advertising Supplement, 1890.
Box 168 Folder 269
Subscription renewal form, 1892.
Box 168 Folder 270
With the compliments of the editor. Valentine, 1894.
Box 168 Folder 271
A year of pleasure for 1897, 1896.
Box 168 Folder 272
Description

Pamphlet.

"Famous Woman's Home Journal Magazine Trades Unfairly on the Reputation of Two National Publications." Associated Advertising Clubs of the World, National Vigilance Committee, 1922.
Box 168 Folder 273
Ladies' Home Journal figures, 1927.
Box 168 Folder 274
The Ladies' Home Journal in 1927. Copy of Bulletin, 1927.
Box 168 Folder 275
Up-To-Date Facts about the Ladies' Home Journal, 1933.
Box 168 Folder 276
A short history of the Ladies' Home Journal, circa 1935.
Box 168 Folder 277
A friend of the family, the story of the Ladies' Home Journal, 1936.
Box 168 Folder 278
Circulation coverage vs. housewife reader coverage of Ladies' Home Journal, American Weekly and This Week, 1942.
Box 168 Folder 279
A short history of Ladies' Home Journal, 1953.
Box 168 Folder 280
Collins, Alan C. Something about the Ladies' Home Journal, undated.
Box 168 Folder 281
The Ladies' Home Journal, undated.
Box 168 Folder 282
The story of the Ladies' Home Journal, undated.
Box 168 Folder 283
Out of the past and into the future. In the Curtis Go-Getter, undated.
Box 168 Folder 284
Ladies' Home Journal. "Never Underestimate the Power of a Woman" , 1946 October.
Box 169 Folder unknown container
Tucker, Gilbert M. American Agricultural Periodicals: An Historical Sketch, 1909.
Box 170 Folder 285
The Country Gentleman, 1913.
Box 170 Folder 286
Who Writes the Country Gentleman?, circa 1922.
Box 170 Folder 287
How to Find Farmers with Buying Power, 1923.
Box 170 Folder 288
The Country Gentleman. One Year, 1925.
Box 170 Folder 289
Crowther, Samuel. The New Agriculture, 1928.
Box 170 Folder 290
Profitable Selling Among Farm Families, 1929-1930. Handbook for Salesmen, 1929.
Box 170 Folder 291
A Record of Leadership in American Agriculture. The Country Gentleman, Philadelphia, 1929.
Box 170 Folder 292
A Manufacturer Studies His Market, 1930.
Box 170 Folder 293
Country Gentleman, circa 1940.
Box 170 Folder 294
A Brief History of Country Gentleman, 1941.
Box 170 Folder 295
Happy Herman (Head Man), 1944.
Box 170 Folder 296
Sisson, George Wing, Jr. , 1947.
Box 170 Folder 297
Description

Copy of correspondence.

Editorial Background for March 1949 Country Gentleman, 1949.
Box 170 Folder 298
Country Gentleman Moves Minds‥Moves Merchandise, 1951-1952.
Box 170 Folder 299
A Brief History of Country Gentleman, 1952.
Box 170 Folder 300
Country Gentleman Home Handbook, 1953.
Box 170 Folder 301
A Brief History of Country Gentleman, 1954.
Box 170 Folder 302
Farm Journal Buys Country Gentleman, 1955.
Box 170 Folder 303
A Brief History of Country Gentleman, undated.
Box 170 Folder 304
Rose, Philip S., undated.
Box 170 Folder 305
Description

Biographical sketch and editorial material.

Special Issues and Covers.
Box 171 Folder unknown container
Contents

* Country Gentleman. May 28, 1921 issue.
* Country Gentleman. March, 1931 100 years commemorative issue.
* Country Gentleman. Overseas edition for the Armed Forces distributed to the U.S. Army by the Special Services Division, A.S.F., to the U.S. Marine Corps by "The Leatherneck," and to the Navy by the Bureau of Naval Personnel, U.S. Navy. January - June, 1946. 6 issues. Not for sale.
* Country Gentleman. Covers for February, 1952; April 1951
* Country Gentleman. January, 1953 issue.

Scrapbook. Covers of Country Gentleman and Country Gentlewoman, 1946 January- 1955 August .
Box 172 Folder unknown container
Saturday Evening Post Editorial Analysis for 1928.
Box 173 Folder 306
Saturday Evening Post Analysis for 1929.
Box 173 Folder 307
McLaughlin, T. E., "To Representatives of the Saturday Evening Post", 1941 September 3.
Box 173 Folder 308
McLaughlin, T. E., "To Representatives of the Saturday Evening Post", 1941 March 26.
Box 173 Folder 309
McLaughlin, T. E., "To Representatives of the Saturday Evening Post", 1941 July 9.
Box 173 Folder 310
McLaughlin, T. E., "To Representatives of the Saturday Evening Post", 1941 September 12.
Box 173 Folder 311
McLaughlin, T. E., "To Representatives of the Saturday Evening Post", 1941 November 3.
Box 173 Folder 312
McLaughlin, T. E., "To Representatives of the Saturday Evening Post", 1942 June 2.
Box 173 Folder 313
McLaughlin, T. E., "To Representatives of the Saturday Evening Post", 1942 July 17.
Box 173 Folder 314
"Dad's favorite selections from the pages of the Saturday Evening Post", 1947.
Box 173 Folder 315
Wylie, Philip. "The Answer." In Saturday Evening Post, 1995 May .
Box 173 Folder 316
The Saturday Evening Post, undated.
Box 173 Folder 317
Saturday Evening Post. Memorabilia, 1936-1942.
Box 174 Folder unknown container
Contents

* November 14, 1936 (Automobile Show Issue).
* 1941-1942 (scrapbook of various issues).
* August-September, 1942 (scrapbook).
* June 27, 1942.
* August 15, 1942.

One Issue. Just one 52nd of a Year, An Object Lesson In Values, 1919.
Box 175 Folder unknown container
Holiday. First edition, 1946 March.
Box 176 Folder unknown container
Holiday. Lists of editorial contents, 1951-1955.
Box 176 Folder unknown container

Series Description

This series begins with a few folders of correspondence, some of which contain items in reference to the Curtis Publishing Company's involvement with the building of the Franklin Institute's technological museum in Philadelphia. The series contains the oldest documents in the Curtis Publishing records, copies of newspapers that were to become Curtis magazines. There is also general historical material related to the company (including a history of the early years of producing Ladies' Home Journal) and two scrapbooks.

Blair, Milton Johnston. Letter to William Boyd, 1924.
Box 177 Folder 318
Memo, "Nationally Established Trademarks." Mr. Page to Mr. Steward, and Mr. Vawter to Mr. Faeth, 1937.
Box 177 Folder 319
United States. Internal Revenue Service, 1930-1933.
Box 177 Folder 320
Description

Internal Curtis Publishing Company memos, letters to the IRS and letter from Howard McClenahan (Director, Franklin Institute), to P.S. Collins, Esq. April 13, 1933. Re: Curtis contributions to the Franklin Institute as business expenses.

The Franklin Institute (Philadelphia, Pa.). "Friends of Franklin", 1937.
Box 177 Folder 321
Wright, Sydney L. The Story of the Franklin Institute, 1938.
Box 177 Folder 322
Billikopf, Jacob. "The Franklin Institute on the Parkway." Jewish Exponent, 1944 March 17.
Box 177 Folder 323
Reproductions of the Pennsylvania Gazette, 1789 May 7.
Box 178 Folder unknown container
Atkinson's Saturday Evening Post, 1833-1886.
Box 178 Folder unknown container
The Cultivator and Country Gentleman. Albany, N.Y., 1868 October 22.
Box 178 Folder unknown container
Portland City Item, 1881 May 26.
Box 178 Folder unknown container
Reproduction of Saturday Evening Post, 1855 May 5.
Box 178 Folder unknown container
Scrapbook, circa 1880-1890.
Box 179
Contents

* Ads for Ladies Home Journal. Pasted over lists of names and addresses from New York City. circa 1880-1890.
* Receipts for Tribune and Farmer. Damaged, leaves and glued material torn out. Red binding. circa 1880-1882.

Scrapbook, 1915-1916.
Box 180
Description

Programs for Curtis Publishing Company Orchestra performances, plus clippings. Acid paper, green cover.

A Philadelphia Enterprise, undated.
Box 181
Description

Early history of Curtis Publishing.

The District Agent as a Sales Promoter. Curtis Publishing Co., 1911.
Box 182
Description

Intensive Methods For Sales Promotion by Curtis District Agents.

Nicholson, Arnold. Adventures with a Prophet. Curtis Publishing Company, 1939.
Box 183
Description

The story of a hard-boiled editor and a temperamental Ph.D. (Dr. J. Sydney Cates).

Stanford Briggs Inc. Advertising Art. New York, circa 1924. 2 Volumes.
Box 184
Description

This is a trade book, listing names and addresses of advertising artists and illustrators of fiction, as well as printers and graphic design firms. Illustrated with advertisements in black and white and color, including a few covers for the Saturday Evening Post.

Physical Description

2 Volumes

Nationally Established Trade-Marks. New York: Periodical Publishers Association, 1934.
Box 184
Description

A trade book with alphabetical listing of trade-marks, a brief history of the company and their expenditures for magazine advertising. Illustrated with trademarks.

Print, Suggest