Quick production note: Farrah's audio gets better a couple of minutes into the recording. We have no idea what went wrong, but you'll only suffer for a few minutes before everyone sounds great. :)

In this episode, host Farrah Bostic explores the fascinating relationship between journalism and polling, inspired by the book Lost in a Gallup, with its author, Professor W. Joseph Campbell. We discuss the historical evolution of polling from its early days, marked by the Literary Digest's infamous 1936 failure, to the upstart methodologies of Gallup, Roper, and Crossley. The conversation highlights the love-hate relationship between journalists and pollsters, exploring the mutual benefits and tensions that have shaped their interactions over decades. We also examine major polling failures, including the 1948 Dewey-Truman election, and the complexities of modern polling methods. The episode emphasizes the human desire for prediction and the underlying challenges of accurately gauging public opinion in an ever-evolving media landscape.

W. Joseph Campbell is a former newspaper and wire service journalist who reported from four continents in an award-winning twenty-year career. He is currently professor emeritus at American University's School of Communication, and is the author of Lost in a Gallup (2020), Getting It Wrong (2010, 2017), and 1995: The Year the Future Began (2015) among other works.

Farrah Bostic is the founder and Head of Research & Strategy at The Difference Engine, a strategic insights consultancy. With over 20 years of experience turning audience insights into effective strategies for B2B and B2C companies, Farrah helps business leaders make big decisions across various industries. Learn more at thedifferenceengine.co and connect with Farrah on LinkedIn.

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