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The Other War Room
President Bush doesn't believe in polling---just ask his pollsters.
By Joshua Green
[T]he Bush administration is a frequent consumer of polls, though it takes extraordinary measures to appear that it isn't. This administration, unlike Clinton's, rarely uses poll results to ply reporters or congressional leaders for support. "It's rare to even hear talk of it unless you give a Bush guy a couple of drinks," says one White House reporter. But Republican National Committee filings show that Bush actually uses polls much more than he lets on, in ways both similar and dissimilar to Clinton. Like Clinton, Bush is most inclined to use polls when he's struggling. It's no coincidence that the administration did its heaviest polling last summer, after the poorly received rollout of its energy plan, and amid much talk of the "smallness" of the presidency. A Washington Monthly analysis of Republican National Committee disbursement filings revealed that Bush's principal pollsters received $346,000 in direct payments in 2001. Add to that the multiple boutique polling firms the administration regularly employs for specialized and targeted polls and the figure is closer to $1 million. That's about half the amount Clinton spent during his first year; but while Clinton used polling to craft popular policies, Bush uses polling to spin unpopular ones---arguably a much more cynical undertaking.
Bush's principal pollster, Jan van Lohuizen, and his focus-group guru, Fred Steeper, are the best-kept secrets in Washington. Both are respected but low-key, proficient but tight-lipped, and, unlike such larger-than-life Clinton pollsters as Dick Morris and Mark Penn, happy to remain anonymous. They toil in the background, poll-testing the words and phrases the president uses to sell his policies to an often-skeptical public; they're the Bush administration's Cinderella. "In terms of the modern presidency," says Ron Faucheux, editor of Campaigns & Elections, "van Lohuizen is the lowest-profile pollster we've ever had." But as Bush shifts his focus back toward a domestic agenda, he'll be relying on his pollsters more than everů