More than one-third of U.S. newspapers use various kinds of systematic survey research other than that provided by Gallup or Harris, and broadcast networks have polling units that are part of their news divisions. However, as most of the media employ them, opinion polls provide a genuine basis for "broad, sweeping generalizations." News media polls do less to provide public knowledge about issues, events, and political personalities than superficial acquaintance with public perceptions. Most polls, for instance, limit themselves to single indicators of public views rather than employ multiple indicators. Possible misuses and abuses of polls and news media coverage of them produces concern among professional pollsters, politicians, scholars, and the mythical "man in the street." In addition to the thought that must be given to the development and enforcement of adequate standards (i.e., suggested codes, legislative action), the news media must give due consideration to how serious they are about the use of polls to provide the basis for interpretive reporting, generalizations, and predictions. Given the costs of polling, there is a strong temptation to cover a variety of issue areas within a single amalgam poll. More sophisticated multi-dimensional designs would be in order to improve the quality of their polling. A four-page list of references is provided. (NKA)