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