NY Times: Trump might be the most famous person in history during their lifetime

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All presidents are omnipresent. But it is likely that no living person in history has ever been as famous as Mr. Trump is right now. It’s possible that not even the most famous or infamous people of the recent or distant past — say, Barack Obama, Osama bin Laden, Bill Clinton, Richard Nixon, Michael Jackson, Muhammad Ali or Adolf Hitler — dominated media as thoroughly at their peak as Mr. Trump does now.

I’m hedging because there isn’t data to directly verify this declaration. (Of course, there are no media analytics to measure how many outlets were covering Hitler the day he invaded Poland.) But there is some pretty good circumstantial evidence.

Consider data from mediaQuant, a firm that measures “earned media,” which is all coverage that isn’t paid advertising. To calculate a dollar value of earned media, it first counts every mention of a particular brand or personality in just about any outlet, from blogs to Twitter to the evening news to The New York Times. Then it estimates how much the mentions would cost if someone were to pay for them as advertising.

In January, Mr. Trump broke mediaQuant’s records. In a single month, he received $817 million in coverage, higher than any single person has ever received in the four years that mediaQuant has been analyzing the media, according to Paul Senatori, the company’s chief analytics officer. For much of the past four years, Mr. Obama’s monthly earned media value hovered around $200 million to $500 million. The highest that Hillary Clinton got during the presidential campaign was $430 million, in July.

It’s not just that Mr. Trump’s coverage beats anyone else’s. He is now beating pretty much everyone else put together. Mr. Senatori recently added up the coverage value of 1,000 of the world’s best known figures, excluding Mr. Obama and Mr. Trump. The list includes Mrs. Clinton, who in January got $200 million in coverage, Tom Brady ($38 million), Kim Kardashian ($36 million), and Vladimir V. Putin ($30 million), all the way down to the 1,000th most-mentioned celebrity in mediaQuant’s database, the actress Madeleine Stowe ($1,001).

The coverage those 1,000 people garnered last month totaled $721 million. In other words, Mr. Trump gets about $100 million more in coverage than the next 1,000 famous people put together. And he is on track to match or beat his January record in February, according to Mr. Senatori’s preliminary figures.

How do we know Mr. Trump is more talked about than anyone else in the past? There are now more people on the planet who are more connected than ever before. Facebook estimates that about 3.2 billion people have internet connections. On average, the people of Earth spend about eight hours a day consuming media, according to the marketing research firm Zenith. So almost by definition, anyone who dominates today’s media is going to be read about, talked about and watched by more people than ever before.

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