1910s - 1911 can be considered the year marketing research becomes an industry. That year, J. George Frederick leaves his position as editor of "Printer’s Ink" to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also in 1911, Kellogg's ad manager, R. O. Eastman creates the Association of National Advertisers which is now known as the Association of National Advertising Managers. The group’s first project is a postcard questionnaire to determine magazine readership. The results introduce the concept of duplication of circulation. In 1916, R. O. Eastman starts his own company, the Eastman Research Bureau which boasts clients such as "Cosmopolitan, Christian Herald", and General Electric.