Of all the ways Donald Trump has shocked the political system, one of the most significant is how he wins primary after primary with one of the smallest campaign budgets.
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But 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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Its numbers are not quite an apples-to-apples comparison to paid advertising. But they do make one thing clear: Mr. Trump is not just a little better at earning media. He is way better than any of the other candidates.
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Trump has earned nearly $2 billion in free media: https://t.co/jhHzhgK2Sk pic.twitter.com/n24lVPpdbF
— Michael Calderone (@mlcalderone) March 15, 2016
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