This morning's New York Times, for instance, in a front-page, upper-righthand story headlined, "In Appointment, Trump Scuttles a Gentler Tone" (retitled "Donald Trump Appoints Media Firebrand to Run Campaign" for the web), begins, "Donald J. Trump named as his new campaign chief on Wednesday a conservative media provocateur whose news organization regularly attacks the Republican Party establishment, savages Hillary Clinton and encourages Mr. Trump's most pugilistic instincts."
And this morning's Washington Post, in its front-page, upper-righthand story headlined "Trump sends message with staff shake-up," calmly reports on the elevation of "two longtime associates who have encouraged his combative populism" -- Trump also named pollster Kellyanne Conway to be his campaign manager -- and concludes that "Trump's reset effectively ended a months-long push by campaign chairman Paul Manafort to moderate Trump's presentation."
But elsewhere in medialand there is plenty of shock and what seems to be genuine horror. A post by Niall Stanage and Scott Wong at The Hill, headlined "Trump's Breitbart hire sends tremors through Capitol Hill," notes that "Breitbart has been synonymous with attacks on the GOP leadership, especially in recent weeks and months. ... Capitol Hill Republicans already disheartened by Trump's scorched-earth campaign were apoplectic over the Wednesday morning shake-up."
A Daily Beast post by Betsy Woodruff and Gideon Resnick titled "Alt Right Rejoices at Donald Trump's Steve Bannon Hire," begins, "Donald Trump's campaign is under new management -- and his white nationalist fanboys love it. The campaign's new chief executive, Stephen Bannon, joins from Breitbart News -- where he helped mainstream the ideas of white nationalists and resuscitate the reputations of anti-immigrant fear-mongers."
On his radio show yesterday, Glenn Beck declared that Bannon is "quite possibly the most dangerous guy in all of American politics. ... Ask some people who work at Breitbart -- he is a horrible, despicable human being." (RealClearPolitics has the audio clip.)
And Talking Points Memo helpfully serves up a post this morning by Allegra Kirkland headlined "Former Breitbart Staffers Warn Against Trump's New Campaign Chief."
But not all the coverage of Bannon's appointment has been negative. For instance, the story headlined "Pundits Praise Addition of Bannon to Trump Campaign: 'Anti-Establishment' 'Populist Warrior Who Revels in the Fight' and 'Pissing Off the Right People'" -- from... oh, uh, Breitbart.com.
Meanwhile, over on Twitter, Donald Trump this morning introduced a curious new nickname for himself:
They will soon be calling me MR. BREXIT!— Donald J. Trump (@realDonaldTrump) August 18, 2016
Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.