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Why Donald Trump Is King of All Earned Media (Guest Column)
8:45 AM PDT 3/16/2016
by Andrew Tyndall
So far this year, the real estate mogul has attracted more airtime than all other presidential candidates combined.
“Earned” is the media-business nickname for publicity and promotion given to a political candidate that is not paid for. It mostly refers to journalism: the dissemination of campaign messages through news outlets rather than through paid advertising.
Needless to say, Donald Trump is the King of All Earned Media.
To take just one example, look at coverage of the Trump campaign on the old-school nightly newscasts of the three broadcast television networks (ABC, CBS and NBC combined), whose average audiences each evening total some 25 million viewers. So far this year, Trump has attracted more airtime (175 minutes) than all other candidates combined (Hillary Clinton, 60; Bernie Sanders, 44; Ted Cruz, 32; Marco Rubio, 14 and so on — data through the end of last week, March 11, weekdays only).
Because “earned” media is not bought and sold like advertising, such coverage is sometimes dubbed “free.” This is misleading since it implies that news outlets just give their airtime away. Of course they don’t. Trump gets coverage because he provides the raw ingredients for compelling television. As CBS president and CEO Leslie Moonves joked: Donald Trump is “damn good for CBS.” Trump has worked for his earned media. He's earned it fair and square. Let’s count the ways.
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Why Donald Trump Is King of All Earned Media (Guest Column)
Why Donald Trump Is King of All Earned Media (Guest Column)
8:45 AM PDT 3/16/2016
by Andrew Tyndall
So far this year, the real estate mogul has attracted more airtime than all other presidential candidates combined.
“Earned” is the media-business nickname for publicity and promotion given to a political candidate that is not paid for. It mostly refers to journalism: the dissemination of campaign messages through news outlets rather than through paid advertising.
Needless to say, Donald Trump is the King of All Earned Media.
To take just one example, look at coverage of the Trump campaign on the old-school nightly newscasts of the three broadcast television networks (ABC, CBS and NBC combined), whose average audiences each evening total some 25 million viewers. So far this year, Trump has attracted more airtime (175 minutes) than all other candidates combined (Hillary Clinton, 60; Bernie Sanders, 44; Ted Cruz, 32; Marco Rubio, 14 and so on — data through the end of last week, March 11, weekdays only).
Because “earned” media is not bought and sold like advertising, such coverage is sometimes dubbed “free.” This is misleading since it implies that news outlets just give their airtime away. Of course they don’t. Trump gets coverage because he provides the raw ingredients for compelling television. As CBS president and CEO Leslie Moonves joked: Donald Trump is “damn good for CBS.” Trump has worked for his earned media. He's earned it fair and square. Let’s count the ways.
...
Why Donald Trump Is King of All Earned Media (Guest Column)