Summary Information

Title: Daniel Starch and Staff Papers
Inclusive Dates: 1938-1961

Creator:

• Daniel Starch and Staff.

Call Number: U.S. Mss 126AF

Quantity: 0.8 c.f. (2 archives boxes)

Repository:

Wisconsin Historical Society, Division of Library, Archives, and Museum Collections

Archival Locations:

COLLECTION MAY BE STORED OFF-SITE: see catalog entry to request materials and for additional information.

Wisconsin Historical Society (Map)

Abstract:

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.

Language: English

URL to cite for this finding aid: http://digital.library.wisc.edu/1711.dl/wiarchives.uw-whs-us0126af

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