Donald Trump's name may be everywhere in the media these days, but that isn't because he's devoting a lot of his campaign funds to publicity. Actually, The New York Times reports, Trump has spent less on television advertising than any other major candidate this election. That's because Trump has so heavily dominated earned media — "news and commentary" on TV, in print, and on social media — that he doesn't really need to bother:
Mr. Trump earned $400 million worth of free media last month, about what John McCain spent on his entire 2008 presidential campaign. Paul Senatori, mediaQuant's chief analytics officer, says that Mr. Trump "has no weakness in any of the media segments" — in other words, he is strong in every type of earned media, from television to Twitter.
Over the course of the campaign, he has earned close to $2 billion worth of media attention, about twice the all-in price of the most expensive presidential campaigns in history. It is also twice the estimated $746 million that Hillary Clinton, the next best at earning media, took in. Senator Bernie Sanders has earned more media than any of the Republicans except Mr. Trump. [The New York Times]
All the press Trump is earning isn't good press, of course. Still, his impressively high earned media take and his impressively low expenditures on television advertising may offer some evidence that maybe all press is good press — at least when it comes to cutting campaign costs.
Read the full story at The New York Times.