In 1916, The Literary Digest conducted a national straw poll about the presidential election. The poll favored incumbent president Woodrow Wilson, who won reelection later that year. Four years later, the weekly magazine sent out postcards for another national presidential poll. Once again, the winner of The Literary Digest poll—Warren G. Harding—also won the real election.
The Literary Digest’s predictive streak continued for three more elections, as its polls correctly anticipated the presidential victories of Calvin Coolidge in 1924, Herbert Hoover in 1928 and Franklin Delano Roosevelt in 1932. The polls gained the magazine a lot of attention, including from a man named George Gallup.
Gallup got his start in public opinion polling while working at an advertising firm. In 1932, he conducted a poll to see if his mother-in-law, Ola Babcock Miller, had a chance of becoming Iowa’s first female secretary of state, and it correctly predicted she’d win. A few years later, he founded the American Institute of Public Opinion, which later became the Gallup organization.
In 1936, Gallup publicly challenged The Literary Digest’s polling methods in a bid to promote his own. He conducted a presidential survey predicting FDR would win reelection, which clashed with The Literary Digest’s poll predicting Kansas Governor Alf Landon would beat him. The public challenge paid off when FDR won the election in a landslide. The victory helped promote Gallup’s methods while discrediting those of The Literary Digest, which folded a couple of years later.
Gallup’s organization continued to conduct polls on public opinion and presidential preferences, running into some issues along the way. One of the most infamous hiccups was in 1948, when Gallup’s company—along with other polling firms—predicted that New York Governor Thomas E. Dewey would beat incumbent president Harry S. Truman.
With the polls in agreement, the Chicago Daily Tribune felt confident settling on “Dewey Defeats Truman” for the early morning headline the day after the election, leading to the famous photo of a victorious Truman holding up the erroneous newspaper headline.
Despite similar “surprise” victories over the years, presidential polls have continued to be a major part of election news, and also become a tool political parties use to test the strength of their own candidates.