There are two types of media coverage in campaigns, earned media and paid media. Paid media is of course advertising. Earned media is the coverage a candidate doesn’t have to pay for, such as interviews, debate appearances, and the like. It’s “earned” because a candidate has to work for it. And, of course, it doesn’t hurt to be the candidate of a major party.
Paid media obviously is alive and well. Probably too alive and well for most of us.
But what’s happening with earned media? It used to be that candidates craved media attention. Forgoing an opportunity to be in front of a camera was anathema. These days, not so much.
On Real Time last week, Bill Maher noted that the target in their “Flip a District” campaign was hiding from the media, and the public. Here in Arizona, we see the same thing. Candidate after candidate is turning down debate invitations and interviews. At public forums, half or more of the candidates sometimes are absent. Journalists from major media outlets can’t get their calls returned.
What’s changed? Could we be headed to a day when candidates show their faces only on paid ads and at partisan events closed to outsiders?
I’m not sure, but here’s my take: