Forget Trump, Let’s Talk About the Media

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


Ashley Parker explains the new landscape of political advertising:

Thirty-second television commercials were once signs of a confident, well-financed candidacy for the White House. Now they are seen as a last resort of struggling campaigns that have not mastered the art of attracting the free media coverage that has lifted the political fortunes of insurgent campaigns like those of Mr. Trump and Ben Carson, a retired neurosurgeon who has surged to the top of the polls.

….In addition to having done countless interviews, Mr. Trump has been effective in using social media to attack his rivals, and many of his acrid and controversial quips on Twitter are rebroadcast by traditional news media outlets.

“I think he’s found ways to gain print and airtime by being available and quotable,” said Mike Schreurs, the founder and chief executive of Strategic America, a marketing and advertising firm based in Iowa. “He’s probably a more sophisticated user of media than any other presidential candidate we’ve ever seen.”

Can we stop right here? Donald Trump’s “discovery,” if it can be called that, is that the American media is a sucker for anything outrageous. That’s it. They aren’t covering Trump because he’s Trump, they’re covering him because he says Mexicans are murderers and rapists and politicians are all losers and Carly Fiorina is ugly. Whatever other virtues and faults Jeb Bush has, he’s not willing to say stuff like that—so the media ignores him.

I’d like to see Parker do a follow-up piece that sheds the fiction of Trump somehow discovering a whole new strategy to get publicity. He hasn’t. It’s the same strategy he’s always had to get airtime on entertainment shows. The difference is that most presidential candidates in the past figured they had to act at least nominally presidential if they didn’t want to end up as ignored as Alan Keyes. But apparently the political media has changed. Reporters and editors are now as eager as any gossip show to cover obvious buffoonery, and both Trump and Ben Carson have ridden that wave.

Why? Is it just an artifact of struggling mainstream outlets that are desperate for something to pay the bills? Is it a sense that they have to compete with BuzzFeed and HuffPo? Forget Trump and Carson. Someone ought to write about changes in campaign reporting that have made the two of them possible.

WE'LL BE BLUNT.

We have a considerable $390,000 gap in our online fundraising budget that we have to close by June 30. There is no wiggle room, we've already cut everything we can, and we urgently need more readers to pitch in—especially from this specific blurb you're reading right now.

We'll also be quite transparent and level-headed with you about this.

In "News Never Pays," our fearless CEO, Monika Bauerlein, connects the dots on several concerning media trends that, taken together, expose the fallacy behind the tragic state of journalism right now: That the marketplace will take care of providing the free and independent press citizens in a democracy need, and the Next New Thing to invest millions in will fix the problem. Bottom line: Journalism that serves the people needs the support of the people. That's the Next New Thing.

And it's what MoJo and our community of readers have been doing for 47 years now.

But staying afloat is harder than ever.

In "This Is Not a Crisis. It's The New Normal," we explain, as matter-of-factly as we can, what exactly our finances look like, why this moment is particularly urgent, and how we can best communicate that without screaming OMG PLEASE HELP over and over. We also touch on our history and how our nonprofit model makes Mother Jones different than most of the news out there: Letting us go deep, focus on underreported beats, and bring unique perspectives to the day's news.

You're here for reporting like that, not fundraising, but one cannot exist without the other, and it's vitally important that we hit our intimidating $390,000 number in online donations by June 30.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. It's going to be a nail-biter, and we really need to see donations from this specific ask coming in strong if we're going to get there.

payment methods

WE'LL BE BLUNT.

We have a considerable $390,000 gap in our online fundraising budget that we have to close by June 30. There is no wiggle room, we've already cut everything we can, and we urgently need more readers to pitch in—especially from this specific blurb you're reading right now.

We'll also be quite transparent and level-headed with you about this.

In "News Never Pays," our fearless CEO, Monika Bauerlein, connects the dots on several concerning media trends that, taken together, expose the fallacy behind the tragic state of journalism right now: That the marketplace will take care of providing the free and independent press citizens in a democracy need, and the Next New Thing to invest millions in will fix the problem. Bottom line: Journalism that serves the people needs the support of the people. That's the Next New Thing.

And it's what MoJo and our community of readers have been doing for 47 years now.

But staying afloat is harder than ever.

In "This Is Not a Crisis. It's The New Normal," we explain, as matter-of-factly as we can, what exactly our finances look like, why this moment is particularly urgent, and how we can best communicate that without screaming OMG PLEASE HELP over and over. We also touch on our history and how our nonprofit model makes Mother Jones different than most of the news out there: Letting us go deep, focus on underreported beats, and bring unique perspectives to the day's news.

You're here for reporting like that, not fundraising, but one cannot exist without the other, and it's vitally important that we hit our intimidating $390,000 number in online donations by June 30.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. It's going to be a nail-biter, and we really need to see donations from this specific ask coming in strong if we're going to get there.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate