That was quite a temper tantrum Donald Trump threw at his press conference this week.

Irked that news reports raised questions about his promised donations to American veterans and their charities, Trump responded by denouncing the political press as “disgusting” and “among the most dishonest people that I’ve ever met.” Trump even dismissed one ABC News reporter as “a sleaze,” and mocked another from CNN as “a real beauty.”

Trash talking the press is hardly new for Trump. During the primary season, he routinely set aside time at rallies to denigrate journalists as “scum” and “disgusting”; attacks his supporters often amplified in person and online.  

What made Trump’s meltdown this week so noteworthy, and probably what shocked the Beltway media, was that it came during the general election campaign season, where these kinds of vicious, personal attacks coming directly from the presumptive nominee are unheard of. 

“Mr. Trump, the presumptive Republican presidential nominee, assailed those reporting on his candidacy with a level of venom rarely seen at all, let alone in public, from the standard-bearer of a major political party,” The New York Times reported. (GOP media bashing is most often handled by surrogates and by Republican allies in the press.)

Yes, some previous Republican nominees have chastised the press, sometimes with glee and sometimes with genuine disdain. “Annoy the Media: Re-elect Bush” bumper stickers were a favorite among Republicans during George H.W. Bush’s 1992 re-election run. Sen. John McCain’s campaign denounced The New York Times for an article it published in 2008 detailing McCain’s closeness to a lobbyist. (Many people read the article as an implication of an affair between McCain and the lobbyist, but the paper eventually update it with a “Note to Readers” saying it “did not intend to conclude” that the lobbyist had “engaged in a romantic affair” with McCain.)

But overall, McCain enjoyed warm relations with reporters during his 2008 run, and those previous press attacks weren’t nearly as ferocious and personal as Trump’s are today. (Can you imagine Bush Sr. calling an ABC reporter a “sleaze” during a 1992 press conference?) Those attacks were never seen as being a pillar of a November campaign, the way Trump is promising his media insults will continue in coming months.

What Trump’s doing is employing a right-wing talk radio dream strategy, where whining about the so-called liberal media is elevated and presented as a pressing issue facing America.

And that’s why Rush Limbaugh was so ecstatic in the wake of Trump’s public tantrum. “That was the kind of press conference Republicans voters have been dying to see for who knows how many years,” the talker gushed. “Trump felt the need to correct the record today and did so in his own inimitable way, which basically attacked the media for dishonesty and corruption.” 

Fox News' Peter Johnson Jr. was equally animated. He cheered Trump for “saying, 'I have a message, you may not like it, but you’re not going to take me down. I will be heard fair and square. I will either win or lose. But I will not lose because of an unfair media.'”

Obviously, there’s nothing wrong with questioning the press and holding journalists accountable. But that’s not what Trump’s doing. He’s wallowing in self-pity without producing any proof of media malfeasance. Trump can’t point to any factual errors in the reporting on his charitable giving; the story that set off his most recent anti-media screed.

Complaining about so-called liberal media bias has been a hallmark of the conservative movement for decades, and has sometimes been featured as a sidebar during presidential campaigns. Trump now wants to move it to the main stage. But hurdles appear on the horizon.

First, he’s already won the Republican primary, which is more likely the season to energize hardcore supporters with allegations of media manipulation. That’s why this same anti-press crusade worked so well last November in the aftermath of the contentious Republican Party primary debate hosted by CNBC. Virtually all the candidates and most of the conservative media joined forces and issued indignant denunciations of CNBC’s allegedly dishonest debate moderators. The swarm served as a unifying ritual of outrage for the conservative movement.

Trump’s now in the general election and needs to expand his base beyond the true believers. To be successful in November, he’s trying to lure voters who have likely voted Democratic in the past and who don’t identify as Fox News fanatics. It’s less likely those types of crossover voters will be motivated by allegations that the press is out get Trump.

Secondly, a sizeable portion of the conservative media infrastructure isn’t supporting Trump. In fact, in a bizarre flip of the script previously documented by Media Matters, during the primary season some key conservative media voices have actually criticized the Beltway press for being too soft on the Republican nominee. So if there are Republican-friendly pundits on the record saying the press needs to be tougher on Trump, that obviously blunts the candidate’s claim that the “biased” media’s being too tough on him.

There’s also the issue of temperament and the fact that most voters think Trump is severely lacking in that area. A Fox News poll last month indicated 65 percent of voters don’t think Trump has the “temperament” to serve as president, and a CNN poll in May found the number was even higher: 70 percent.

Regularly staging campaign press conferences in coming months to pick fights with reporters is unlikely to improve Trump’s standing there.

Already committed to running a completely unorthodox campaign, Trump’s now gambling that press attacks can produce votes in November.