ABSTRACT
The Daily Iowan
, and became interested in finding out which features people read most often. At that time researchers believed they could ask customers what they read in the paper and receive truthful answers. Gallup challenged this conventional wisdom, arguing that people might not admit their real interests. For his doctoral dissertation, Gallup proposed a different approach in which interviewers visited people at their homes and asked them to point out, page by page, everything they had read in a given issue of the paper, from articles and editorials to advertisements and cartoons.
