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>> and gettysburg. so they had all of the media hooks or gimmicks, whatever you want to call it to get the press to pay attention. we do it at gettysburg, we hype it as a contract for america. we have newt gingrich go out and say pay attention to this. it is one of the best speeches in the history of mankind. and when you want the press to pay attention to something that's very substantive, very policy-driven, you can't dangle anything -- any other shiny objects in front of the media. you have to just talk about things like term limits, things like building the wall, things like ending tpp, al...

Virtually no fact checking whatsoever. >> matt, back to you. by most accounts, he went on after that, to give a good speech about policy, and what he planned to do, but by starting with this, did he just sort of feed into the -- stepping on his own message, and did he miss a big opportunity here? >> absolutely, he gave that speech, i think there were 16 or 17 days left in the campaign every single news cycle is precious. when you're rolling out a substantive policy proposal at gettysburg. they had all the media hooks or gimmicks, whatever you want to call it, to get the press to pay attention....