Word: galluping
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Toothpaste & Politics. He began his first experiments in polling, tramping the streets of Iowa City with a briefcase full of newspapers. At that time, a common way of measuring reader interest was to yank out the crossword puzzle for a week and count the complaints. Gallup adopted the startling device of confronting a reader with the whole newspaper and asking him exactly what he liked and didn't like about...
...bigger & better rotogravure section and, eventually, to Look magazine. Another sold the Chicago Tribune's Bertie McCormick on the public demand for fat Sunday editions. A third, for William Randolph Hearst, led to the birth of the first comic-strip advertising and a job for George Gallup as head of the research division in the Manhattan advertising firm of Young & Rubicam...
...Pollster Gallup was an up-&coming expert at finding out who read what kind of toothpaste ads and why. One day he said to himself: "If it works for toothpaste, why not for politics...
Fall of the Digest. He talked the idea over with a blond, blue-eyed Midwestern salesman of newspaper features named Harold Anderson, who had become a partner in Gallup's research service. Anderson jumped at it, urged Gallup on. He began lining up newspaper publishers, soon interested both the Washington Post's Eugene Meyer and the New York Herald Tribune's Helen Rogers Reid...
After three years of practice, Gallup had assured himself that polls on toothpaste and politics were one & the same. He was also convinced that the famed Literary Digest poll was heading for a disastrous cropper. The millions of Digest postcards were mailed on the basis of telephone and auto registration lists and took no account of the low-income voters who had swung solidly behind the New Deal...