Word: yankelovich
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Dates: during 1970-1979
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That sharp contrast also impresses Pollster Ruth Clark of Yankelovich, Skelly & White, who conducted readership surveys in twelve cities, and will summarize her findings to newspaper editors at the A.S.N.E.'s annual convention in New York City this week. Clark thinks readers wanted to know not just the grisly facts and exact body counts of the Jonestown cult death in Guyana but also how the reporter felt, so they could "share his experience." Such an attitude violates all the classic instruction of crabby editors to young cub reporters not to "get in front of the story...
These are among the findings of a survey of 1,024 people completed this month for TIME by the opinion research firm of Yankelovich, Skelly and White, Inc. The poll found that a record low 23% of those questioned feel things are going well in this country, compared with 45% in June 1977. The poll also found that Carter, who rose substantially in popularity in the wake of his Camp David meetings last September with Anwar Sadat and Menachem Begin, has again fallen into low esteem in the country. The President has lost important ground to all his political opponents...
What could be done? The Yankelovich survey showed that the public favors a variety of rather stringent measures to curb inflation. Half of those surveyed said mandatory price controls would help check inflation, even though popular opposition is usually considered one of the main reasons why controls haven't worked well in the past. Slightly more than half of the respondents said some sort of restriction on the use of credit cards would help, as would putting a ceiling on housing prices...
Matching Carter against a series of potential political opponents, the Yankelovich survey for TIME shows the President able to achieve only a tie with the leading Republican contender, Ronald Reagan. This represents a significant improvement in Reagan's standing against Carter's in the national polls...
Reagan, despite a recent lull in his own campaign efforts, is still the favorite of his party, according to the Yankelovich survey. Twenty-eight percent of Republicans said they preferred Reagan as the G.O.P. nominee, while 24% said they would make former President Gerald Ford their first choice, even though Ford has said he will not actively seek the nomination. Senate Minority Leader Howard-Baker ranked third in the preference poll with 14%, while former Democratic Texas Governor (and former Treasury Secretary) John Connally placed fourth with 10% of those questioned. One understandable handicap for some of the likely Republican...