Forget Trump, Let’s Talk About the Media

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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.

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GREAT JOURNALISM, SLOW FUNDRAISING

Our team has been on fire lately—publishing sweeping, one-of-a-kind investigations, ambitious, groundbreaking projects, and even releasing “the holy shit documentary of the year.” And that’s on top of protecting free and fair elections and standing up to bullies and BS when others in the media don’t.

Yet, we just came up pretty short on our first big fundraising campaign since Mother Jones and the Center for Investigative Reporting joined forces.

So, two things:

1) If you value the journalism we do but haven’t pitched in over the last few months, please consider doing so now—we urgently need a lot of help to make up for lost ground.

2) If you’re not ready to donate but you’re interested enough in our work to be reading this, please consider signing up for our free Mother Jones Daily newsletter to get to know us and our reporting better. Maybe once you do, you’ll see it’s something worth supporting.

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