When Republican presidential nominee Donald Trump fooled media into giving him free airtime to tout his new hotel by promising a major address on his racist birther crusade (a promise he didn’t deliver on), the derision directed at cable news was swift and embarrassing. Now, as Trump takes a break from the campaign trail less than two weeks before Election Day to host a ribbon cutting ceremony for his hotel in Washington, D.C., will media once again be duped?

Last month, Trump promised to hold a major address about his role in the birther conspiracy against President Obama at his new hotel in Washington, D.C., on September 16, leading to high-intensity punditry all morning about what Trump might say to “put it to bed” and “move on.” Yet once all the cable news feeds began broadcasting the event, Trump pulled a striking bait and switch, instead showcasing a series of endorsements and plugging his new hotel. The shame directed at cable news by print reporters and other political commentators was widespread, with even cable hosts admitting after the event that they “got played -- again” by Trump: 

On October 26, Trump will again return to his hotel -- which is already underperforming even before the grand opening -- to host a “ribbon cutting event.” Media can request access to the event on Trump’s campaign website.

According to The New York Times’ Michael Barbaro, Trump long ago “figured out that media attention was free advertising for his new hotels and golf courses." Media have showered Trump with an unprecedented amount of free airtime for campaign events, but there is nothing to suggest that his ribbon cutting ceremony is related to the election. Thus there is seemingly no reason for cable news outlets to affix their cameras on Pennsylvania Avenue to broadcast his event.

Given the ubiquitous ridicule cable news networks drew for essentially “taking the Trump hotel commercial live” a month ago, will producers draw on those lessons and resist the urge to air Trump’s non-campaign event?

UPDATE: Cable news networks did not cover Trump's October 26 speech live. CNN's Kate Bolduan noted that CNN would only “be listening ... for any campaign news," and will cover accordingly “if that happens.” According to Media Matters' analysis, the speech was not broadcast live on ABC, CBS, NBC, MSNBC, CNN, or Fox News.