Daniel Starch and Staff is one of the oldest advertising research firms in the United States. Its reports on the effectiveness of advertising in the print and broadcast media are widely used by advertisers. As founder, Daniel Starch began advertising research in 1919 while on the faculty of the University of Wisconsin and continued this work at the Harvard Business School. In 1923 while still at Harvard, he formed Daniel Starch and Staff. Three years later he moved operations to New York City, and since 1952 Starch offices have been located in Mamaroneck, New York. Since its inception, the Starch organization has been deeply involved in the evaluation of advertising in print. It has also conducted research in the field of broadcast advertising, producing the first study of radio audience size in 1928 and later entering the field of television advertising in the early 1950's. Daniel Starch retired from active work with his organization in 1968.
