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Daniel Starch

Published on March 29, 1999.
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How restaurant chains are duking it out to be the best in their categories

Daniel Starch

(1883-1979)

Daniel Starch & Staff, New York

Starch ranged into the burgeoning ad field with his landmark "Advertising: Its Principles, Practices & Techniques" in 1906. He pioneered measuring actual ad readership by using current ads in interviews and analyzing copy appeals as related to purchasing decisions, media usage and budgets. Starch introduced economic, sociological and demographic data to define the market environment. He founded Daniel Starch & Staff in 1923 and served as the first head of the American Association of Advertising Agencies' research department.

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