This post is about the Brexit Dividend and how broadcasters should treat it. However I want to start with an extreme case: Donald Trump. He is the right place to start because he became POTUS in good part because of how the media treated him and his opponent. He gained publicity by saying outrageous things. That increased his poll rating, so he started getting favourable coverage because his poll ratings were going up. (I explain how this works in more detail here.) Once he was the republican candidate, the media’s obsession with balance meant they spent as much time talking about the trivial issue of Clinton’s emails as Trump’s lies, whether he pays any taxes, bribes officials and assaults women.