President Dwight Eisenhower and his wife, Mamie, left, with Vice President Richard Nixon and his wife, Pat, greet crowds after Adlai Stevenson conceded defeat on Nov. 7, 1956.
In response to national pollsters’ failure in forecasting election outcomes in 1948 and 1952, The New York Times pursued in 1956 a weekslong, multistate exercise in on-the-ground reporting to assess public opinion about the presidential race.
The Times’ experiment, which these days would be recognized as “shoe-leather reporting,” included two dozen journalists assigned to four teams that, in all, traveled to 27 battleground states over several weeks before the election – a rematch between President Dwight D. Eisenhower, a Republican, and his Democratic rival, Adlai E. Stevenson.
The reporting teams interviewed scores of Americans from all walks of life in an attempt to gauge voter preferences qualitatively – without relying on the data of preelection polls. One of the participating Times reporters declared afterward that the teams-based campaign coverage represented “a new departure in journalism.”
In unintended testimony to the challenges of measuring public opinion across a sprawling country, the Times’ coverage was no significant improvement over the polls. The Times’ reporting notably failed to anticipate the magnitude of Eisenhower’s reelection — a lopsided victory in which he carried 41 states.
In its final report before the election, the Times concluded that Eisenhower would win reelection but would fail to match the sweep of his landslide four years earlier. As it turned out, Eisenhower easily exceeded the dimensions of his victory in 1952, when his winning margin was 10.5 percentage points.
The Times’ coverage also failed to foresee Eisenhower’s state victories in 1956 in Virginia, Oklahoma and West Virginia, and markedly underestimated the president’s support in Connecticut, Illinois, Michigan, Minnesota, Pennsylvania and Texas, among other states.
The Times’ reporting experiment proved an imperfect substitute to election polling, as I discussed in a research paper presented recently to the American Journalism Historians Association. In the paper, I defined “shoe-leather reporting” as the gathering of newsworthy content through in-person interviews, document searches and on-the-scene observations. The idiom presumes that journalists will pursue fieldwork so energetically as to wear out their shoes.
“Shoe-leather reporting” has been long celebrated in American media; a widely published journalism educator has described the practice as “mythical” and “one of a very few gods an American journalist can officially pray to.”
In response to national pollsters’ failure in forecasting election outcomes in 1948 and 1952, The New York Times pursued in 1956 a weekslong, multistate exercise in on-the-ground reporting to assess public opinion about the presidential race.
The Times’ experiment, which these days would be recognized as “shoe-leather reporting,” included two dozen journalists assigned to four teams that, in all, traveled to 27 battleground states over several weeks before the election – a rematch between President Dwight D. Eisenhower, a Republican, and his Democratic rival, Adlai E. Stevenson.
The reporting teams interviewed scores of Americans from all walks of life in an attempt to gauge voter preferences qualitatively – without relying on the data of preelection polls. One of the participating Times reporters declared afterward that the teams-based campaign coverage represented “a new departure in journalism.”
In unintended testimony to the challenges of measuring public opinion across a sprawling country, the Times’ coverage was no significant improvement over the polls. The Times’ reporting notably failed to anticipate the magnitude of Eisenhower’s reelection — a lopsided victory in which he carried 41 states.
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