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  • Trump and The Media

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    Paul Rosenzweig
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    The big media really did create the Trump phenomenon

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    Trump and the Media

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    The big media really did create the Trump phenomenon

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2K views8 pages

    Trump and The Media

    Uploaded by

    Paul Rosenzweig
    The big media really did create the Trump phenomenon

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    TrumpandTV

    JanvanLohuizen,Voter/ConsumerResearch
    LucasThompson,AdAstraInsights

    TheTrump
    phenomenon

    HowcouldTrumphappen?
    Explanationsrangefromdemandforanoutsidertoeconomicdisplacement
    ofthelowermiddleclass.
    Thereisasimplerexplanation:heisthemostvisibleRepublicanbyfar,other
    candidatesstruggletogetcoverage,Trumpgetsthevastbulkofit.

    Trumpgetsthe
    largestshareof
    coveragebyfar

    BasedondatafromInternetArchive's TelevisionNewsArchive,Trumpgetsabout6timeson
    themajornetworksforroughlyevery1timeCruzorKasichdoes.Trumpsexposureis3
    timesgreaterthanCruzorKasichcombined.Trumpwasgetting50%oftheexposurewhen
    thereweremorethanadozencandidates andithasincreasedsince.

    CNNledtheway,
    butalloftelevision
    mediahasbeenin
    lockstepcovering
    Trumpsinceat
    leastsummer2015.

    Theherdeffect:its
    notjustTrump.
    NotetheCarson
    bubbleinOctober/
    Novemberoflast
    year.

    Themedia
    explanation,we
    covertheleaderin
    thepollsis
    nonsense.Aspike
    inmediacoverage
    precededTrumps
    riseinthepollsbya
    fullmonth.
    6

    Theother
    explanation:Trump
    coveragedraws
    eyeballsandsells
    ads

    ItmaynotbegoodforAmerica,butitsdamngoodforCBS,Moonvessaidata
    MorganStanleyconferenceinSanFrancisco, accordingtoThe HollywoodReporter.
    Fortune(03/01/2016):Moonves,whoreferredtothepresidentialelectioncycleasa
    circus,wentontonotehissurpriseattheturnofeventsthathavepropelled
    TrumpfromalaughingstocktotheRepublicanleaderintermsofpresidential
    delegatesheadingintoSuperTuesday.Themoneysrollinginandthisis
    fun, THR quotedMoonvesassaying.Iveneverseenanythinglikethis,andthis
    goingtobeaverygoodyearforus.Sorry.Itsaterriblethingtosay.But,bringit
    on,Donald.Keepgoing.

    1. TV,theoldmedium,remainsthemostpowerful.Trumpsdigitalcampaign
    consistsofhiscellphoneandTwitteraccount,andlargelyspeakstothealready
    converted.Hisdataoutfitandonlinefundraisingeffortsareminimal.Advanced
    digitalanddataeffortsgetleftinthedustifanothercandidatecompletely
    dominatestelevision.

    Whatcanwelearn:

    2. NotallTViscreatedequal.TheestimatedvalueofthecoverageTrumpisgetting
    is$2Billion.Nofundraisingandadvertisingeffortcanmatchthis:$100Million
    soundslikealotbutitisntinthisenvironment.
    3. Earnedmediausedtomeanfiguringouthowtobenewsworthy.Nowyouneed
    tobeinfotaining.TVnewsisnotanewsindustryitisaninfotainment
    industrydrivenbyadsales.
    4. TherealmiracleisthatTrumpisntdoingbetter thanheis,givenhis
    overwhelmingearnedmediaadvantage.

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