As a rule:
Never, ever, ever, ever, ever blindly trust any poll that you see in any media form, whether it be television, newspaper, Internet, or radio.
Transparency is crucial if the media plan to market polls as truth.
To give credit to the pollsters, many are now releasing their data as links to companion articles on the Internet. It's a step forward.
However, none of the demographic breakdowns or shifts in these polls were mentioned in the news reports, and I suspect the reason for that is because the media never questioned the data to begin with.
As a result, the opportunity for honest debate was lost.
Its a nice little article. Nod of the head to Instapundit for the link.