Dreamland: The True Tale of America's Opiate Epidemic

by Sam Quinones

The city of Columbus, Ohio, in many ways is a fine replica of the United States. Its income and age distribution, its racial demographics and diversity of opinion, make Columbus a microcosm of America, and one that marketers especially prize. There’s a large white population, and moderate numbers of blacks. Unlike other parts of Ohio, Columbus has sizable immigrant groups—from Mexico, Somalia, Nepal, and other parts of Asia—who flocked to town to fill the low-end service jobs. A large college-student population at Ohio State and other schools has kept it vibrant and edgy. No place, apparently, represents the country more faithfully and for that reason Columbus, Ohio, has been known as “the test-market capital of the United States” for several years now. These days it’s no longer Peoria but Columbus that marketers use as a barometer of America. White Castle and Wendy’s and more than a dozen other fast-food chains headquarter there. Many companies have used the town to gauge interest in new product offerings, placing them in stores in Columbus first before rolling out those products nationally. McDonald’s tested its McRib in Columbus, and Wendy’s and Panera have tested prototype stores there as well. Taco Bell’s BLT Tacos were tested in the Columbus market. R. J. Reynolds tried tobacco in the form of a mint that did away with secondhand smoke. Giant Eagle’s massive Market District supermarket in Columbus tests a variety of concepts, among them the sale of wine by the glass.