And to influence. From Gawker:

For the media, the campaign means life. It means purpose, and employment, and attention, and a sense of self-importance. It's an unparalleled opportunity to cast oneself as an expert with no qualifications whatsoever, and to profess to speak for millions of “real Americans” without any factual basis. In reality, campaign reporters have a far less objective view of the Presidential race than a fat, laid-off auto worker sitting on his ass playing XBox in the ugly part of Toledo.