Mr. Trump is hardly absent from the airwaves. Like all candidates, he
benefits from what is known as earned media: news and commentary about
his campaign on television, in newspapers and magazines, and on social
media. Earned media typically dwarfs paid media in a campaign. The big
difference between Mr. Trump and other candidates is that he is far
better than any other candidate — maybe than any candidate ever — at
earning media.
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MediaQuant, a firm that tracks media coverage of each candidate and
computes a dollar value based on advertising rates. The mentions are
weighted by the reach of the media source, meaning how many people were
likely to see it. The calculation also includes traditional media of all
types, print, broadcast or otherwise, as well as online-only sources
like Facebook, Twitter or Reddit.
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