Romney, meanwhile, has promised to sit on the sofas of the “sharp-tongued” women, as he dubbed them, in October. And, of course, appearances with the late-night denizens, David Letterman and Jay Leno, continue, with both the candidates and their wives showing up there with regularity. Mrs. Obama read Mr. Letterman’s Top Ten List heading into the Democratic National Convention. Romney has been on "The Tonight Show with Jay Leno" four times, and his wife, Ann, is set to chat with Mr. Leno Tuesday night.
What gives? It's not as if the campaigns, which are rolling in dough, can't afford to buy airtime. Some two-thirds of a billion dollars have already been spent on TV ads, according to the National Journal.
No, such media appearances serve the interests of today's candidates in many ways – and can actually build audience trust amid a climate in which, according to a new Gallup poll, 60 percent of Americans don't trust media coverage in general.
“People tend to trust the media they choose,” whether it’s blogs or social media or a favorite daytime talk show, says Barbara O’Connor, director emeritus of the Institute for Study of Politics and Media at California State University, Sacramento. By appearing on someone's favorite show, a candidate helps to bridge that trust gap, she says.