To Make America Great Again – The Donald and Media Need Each Other

On Sunday, March 20, 2016, the New York Times did a story exploring presidential candidate Donald Trump and what they’ve described as the “disturbing symbiosis” between @realDonaldTrump and the news media.

Donald John Trump is an American businessman, television personality, and since June 2015, a candidate for the Republican nomination for President of the United States in the 2016 election.

“There is always a mutually beneficial relationship between candidates and news organizations during presidential years,” writes Jim Rutenberg. “But it’s never seemed so singularly focused on a single candidacy. And the financial stakes have never been so intertwined with the journalistic and political stakes.”

“News organizations old and new are jockeying for survival in a changing order awash in information and content but absent the pillars they could always rely upon, like reliable advertising models, secure places on the cable dial or old-fashioned newsstand sales.”

Rutenberg continues by saying, “In that environment, Mr. Trump brings a welcome, if temporary, salve. He delivers ratings and clicks, and therefore revenue, which makes him the seller in a seller’s market. ‘I go on one of these shows and the ratings double, they triple,’Mr. Trump accurately told Time a few weeks ago. ‘And that gives you power.'”

One need look no further than Twitter to appreciate Mr. Trump’s skillful use of social media and the deftness in which he delivers his message and often drives the narrative of the day. Trump knows how to wield power. His success at the polls is pushing the GOP to reassess its very identity and break with long-held traditions, he is using his ratings power to pus the news media to shift from its mission of holding the powerful accountable.

To Make America Great Again – requires a free exchange of ideas and the ability to challenge those who often speak the loudest.

According to mediaQuant, a Portland, Oregon-based media firm that in part tracks political coverage, Trump topped all presidential candidates with $1.898 billion worth of “earned media” coverage over the last 12 months.

Earned media is coverage that candidates don’t have to pay for, such as newspaper and magazine stories, social media posts, and TV broadcasts. That’s different than paid media, which are mostly those campaign ads that blanket markets in an attempt to sway voters, and costs campaigns or super PACS or special interest groups.

Trump is far and away getting more coverage than his GOP rivals – and TV viewers can’t seem to help themselves, tuning in hear what the business man will say next.