The selection process each leap year does more than produce a President; it gives Americans an opportunity to learn about themselves and those who would lead them. Starting with this week's cover story on George Wallace and the Florida primary, we are adding a new feature to our part of this exercise in discovery: an unusual venture in analyzing the political mood by Daniel Yankelovich, Inc., a firm noted for its perceptive "attitude research."

Nearly 400 Florida voters were questioned after they left the polling booths but before they could be influenced by knowing the election's outcome. They were asked not only why they had voted as they did, but how they perceived the candidates, the issues and their own personal politics. The results, we believe, add a significant dimension to our coverage. The current survey, commissioned in cooperation with the New York Times, will be followed next month by a different feature specially designed by TIME and Yankelovich to humanize the more traditional forms of polling.

Opinion surveys usefully supplement--but can never replace--our own reportage and analyses. Even before the pollsters were at work, our reporters had been patrolling Florida and jetting along elsewhere with the numerous contenders. Simmons Fentress, Dean Fischer and John Austin of our Washington bureau were in the state for the final campaigning. Atlanta Bureau Chief Joseph Kane feels that he had the best assignment. "George Wallace," he says, "is the most exciting of the lot. His back-country argot and his challenges to the Establishment produce more fun than the position papers and maneuverings of his opponents. And once you get to him, he is the most accessible and talkative man in the field." The Governor's deafness in one ear seems an obstacle in interviewing him. Says Kane: "You find out that he hears what he wants to hear. I talked to him one day in his motel. He was across the room, shaving, when I asked him what it would take to get him out of the presidential race. I feared he would slit his throat as he made a fuss over all the issues he has in addition to busing."

To most readers not involved in magazine advertising, the many options open to TIME advertisers might come as a surprise. Each week, for example, we offer more than 200 regional and demographic editions that can be used singly or in combination. This week U.S. Industries, Inc. puts this technology to full use and makes a bit of history for us in the process. USI has purchased 17 2/3 pages of national and regional advertising--the largest single advertising placement ever to appear in a single issue of TIME.

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