The function of the mass media in the democratic process is crucial to an informed public and vital to a democratic system. One primary role of the media is that of gatekeeper between political candidates and the public. The influence the media has on the electorate is heightened during the primary process of presidential elections and even more so in the pre-primary season when a large majority of potential voters have yet to form opinions of candidates. The effects of the media in the pre-primary season of politics play out in significant relationships where media coverage results in measurable increases in campaign contributions to the candidates included in this research, while the tone of content has no measurable influence. Although models that tested the ability to predict success in primaries failed to reach statistically significant levels, the raw data show high correlations between media coverage and candidate success.