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Summary Information
Daniel Starch and Staff Papers 1938-1961
U.S. Mss 126AF
0.8 c.f. (2 archives boxes)
Wisconsin Historical Society (Map)
Records of a New York advertising research organization founded by Daniel Starch in 1923. Included are background information and a selection of the reports on media advertising effectiveness for which the firm is known. Background material consists of a brief history; several promotional items; an interrupted run of a monthly newsletter, Tested Copy, which provides highlights of Starch's research, 1938-1960; and his pamphlet, Measuring Product Sales Made by Advertising (1961). Reports divide into print and broadcast media; while the broadcasting reports focus on general audience characteristics, the magazine and newspaper sections examine reactions to specific publications such as Life and TV Guide. English
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