He stated himself that "All press is good press." The whole campaign was like a slow-motion car wreck with everyone in the Press unable to resist watching and 'reporting' his every remark, no matter how trivial.

"passing one text over another, of comparing stories from different authors and different times.." is a way to sort out language with serious content from vague promises & generalizations. Compare an Obama speech on topic A with what Trump said on the same general topic....