Marketing
Collier's New Encyclopedia (1921)
COOPERATIVE. The movement for cooperative marketing made progress during 1923. One plan was formulated by Bernard M. Baruch, which involved the purchase by farmers by subscription of an interest in one of the large grain marketing concerns of the country. The remaining ownership of the company would be acquired later by subscription or by the application of the profits to paying off the present owners. Cooperative farming was also advocated at a conference of the governors of seven mid-western States held in June, 1923. MARS. The existence of organic life on Mars was again a topic for discussion in 1923. P. M. Rives, the British astronomer who has studied the planet for ten years through a powerful microscope from a height of 8,000 feet from Teneriffe, one of the Canary Islands, declares that "Mars appears far from a dead world." He is not prepared, how ever, to assert beyond doubt that it is peopled by intelligent beings. MEASLES. Dr. Charles Nicholle, director of the Pasteur Institute of Tunis, discovered in 1923 an improved method of immunization against measles. The treatment is the result of experiments covering fifteen years. The treatment is the injection of serum from convalescent measle patients and of a second injection of blood from a person in whom the disease is acute. These injections are repeated at monthly intervals. 138 METHODIST EPISCOPAL CHURCH in which lynchings occurred and the number in each State were as follows: Arkansas 2, Florida 8, Georgia 4, Louisiana 1, Mississippi 8, Missouri 1, Oklahoma 1, Texas 2 and Virginia 1. M
What Has Changed in the Last Century
When Collier's compiled this 1923 supplement, marketing meant chiefly the cooperative selling of crops, and the schemes described were live news: Bernard Baruch's plan for farmers to buy into a grain company, and a seven-state governors' conference. Farm cooperatives did take hold, helped by the Capper-Volstead Act of 1922, which exempted them from antitrust law, and survive as giants like Land O'Lakes and Ocean Spray; but the word marketing today usually means advertising, branding and consumer research, a field taught in every business school and now dominated by online data. The stray columns printed alongside have fared less well: Mars proved lifeless of large organisms when Mariner 4 flew past in 1965, and Charles Nicolle's convalescent-serum treatment for measles was superseded by the vaccine licensed in 1963, which cut global measles deaths by well over ninety percent.
Written for this edition, 2026.