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This article explores two approaches to campaign coverage in order to estimate their relative importance to state and national media coverage levels during presidential nomination campaigns: the horse race account and the campaign account. Using news coverage data from a sample of 21 state newspapers, three national newspapers, and the ABC World News Tonight, multivariate models of state and national candidate news coverage levels are estimated. The findings, although confirming the conventional wisdom that candidates who do well gain more media attention, also suggest that candidate activity can make a difference and that candidate factors can have a significant influence, whereas structural factors, such as the number of candidates competing, appear to have little influence on how the national and state media determine their distribution of coverage when other factors are present. Moreover, the state news media are strongly influenced by performance factors, but these are felt primarily through the priming influence of the national news media.

Estimates state and national candidate news coverage and the influence on coverage of such factors as performance, candidate activity, and number of candidates in the race; US. Based on a sample of 21 state newspapers, three national newspapers, and the ABC World News Tonight program.