Gallup and USA Today part ways

January 18, 2013

Gallup will no longer be conducting polls for USA Today, the two organizations announced Friday.

Both said the split, after 20 years of collaboration, was a mutual decision based on the changing media and polling landscape.

"Given these shifts, Gallup and USA Today have made a mutual decision to move in independent directions beginning in 2013, and Gallup will evolve the polling it conducted in partnership with USA Today in some different and new strategic directions," Gallup said. "As it has been, Gallup.com will remain the primary source for Gallup polls conducted in the U.S. and around the world."

USA Today said in its own statement that it is already in negotiations with another pollster.

"In USA Today and on usatoday.com and our other platforms, we will continue to use polling to distinguish our coverage of Americans' attitudes on the country's course and its leaders," the newspaper said.

Recently, Gallup's methodology has been attacked by analysts and other pollsters, whose poll results differed starkly from Gallup's toward the end of the 2012 presidential campaign.

In 2006, Gallup parted ways with CNN in a pretty messy split. Gallup cited the network's "low ratings," while CNN called the assertion "unprofessional" and "untrue."

Here's the full statement from Gallup:

For 20 years, Gallup has highly valued its partnership with USA Today. We have worked together to collect and report on public opinion data on the most important topics in the news and to share those findings with USA Today’s audience. During this time, the worlds of journalism and survey research have been changing and evolving. Gallup in recent years has increasingly focused its polling and reporting on its unprecedented Daily tracking program, its monthly Gallup Poll Social Series, and its World Poll.  Additionally, Gallup.com has become the major outlet for Gallup’s work, attracting more than 18 million unique visitors in 2012 for our political, economic, wellbeing, and world news. Given these shifts, Gallup and USA Today have made a mutual decision to move in independent directions beginning in 2013, and Gallup will evolve the polling it conducted in partnership with USA Today in some different and new strategic directions. As it has been, Gallup.com will remain the primary source for Gallup polls conducted in the U.S. and around the world.

And from USA Today:

USA TODAY is proud of the polling it has done in partnership with Gallup for the past 20 years.
For 2013, USA TODAY and Gallup have made a mutual decision to move in different directions. USA TODAY is in the final stages of negotiating an arrangement with another polling organization.
Our commitment to polling remains an important part of our coverage of the nation's politics and culture. In USA TODAY and on usatoday.com and our other platforms, we will continue to use polling to distinguish our coverage of Americans' attitudes on the country's course and its leaders.

Aaron Blake covers national politics and writes regularly for The Fix.
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