When Raymond Rubicam got wind of Gallup’s research, he persuaded him to join Young & Rubicam and apply the same method to measuring the readership of advertisements. At about the same time, Daniel Starch started syndicating readership reports to agencies and advertisers, and his successors still do so. The day I spent watching a Starch interviewer at work in the field convinced me that the procedure is reasonably valid. 18 Research can settle arguments. When Lord Geddes became Chairman of British Travel, he argued that we should feature trout fishing in advertisements – until I pulled out of a chart showing that fishing interested American tourists less than all the 49 other subjects we had tested.