What do grown-ups read in newspapers? The comic strips? The editorials? The weather? The stock market? The sports pages? The main news items? The columnists? Until Gallup came along, editors hadn’t the faintest idea who read what. Gallup invented a method of measuring readership. He interviewed representative samples of readers, took them through the newspaper and had them point to the things they had read. It came as a surprise to editors when he reported that more people read the comics then their editorials, and that captions under photographs were read by more people than the articles. When he repeated the same research in Britain, he got the same results. During World War II my brother Francis, then a Wing Commander in the Royal Air Force, slept in the underground bunker which was the center of the high command. He told me that when the Generals, Admirals and Air Marshals came into breakfast, they looked at the comic strips in the Daily Mirror before they read the headlines in The Times. The author and George Gallup.