Reporters have a different point of view and a different job. Consequently, to the extent that you can help them turn in an interesting story that their editor is going to like and that's going to further their careers, they're going to give you more ink and cover you.

If you're running far behind in the polls and you decide to use comparative advertising, you have to be able to explain to the people why the incumbent shouldn't have then ob.

There was no news in the Dan Rather piece. They didn't say [to Bush]: "We found a piece of paper that was overlooked in the 300,000 pieces of paper that were covered in the Iran-Contra hearings, and we have a piece of news we'd like to ask you about." CBS decided to create a media event and cover it in its own fashion. This was unprecedented in American history. CBS cancelled two-thirds of the newscast... to get a guy and take him out.

I think the media is dangerously close to creating their own product. They used to cover the product, which was whatever's happening.

Does Rupert like me? I think so, but it doesn't matter. When I go up to the magic room in the sky every three months, if my numbers are right, I get to live. If not, I'm killed. Our relationship isn't about love-it's about arithmetic. Survival means hitting your numbers. I've met or exceeded mine in 56 straight quarters. The reason is: I treat Rupert's money like it is mine.

Fighting with the media almost always is a mistake. You can't win the argument, the media has the last word, and most times your argument is not justified.

Candidates rarely win battles with the media, and unless you really know what you're doing you should not tangle with them. The exception is when you know this is a search-and- destroy mission on the part of the media and your case is very strong, you are very articulate, you know what you're trying to accomplish - and you have no alternatives.