Use McCain himself as a case in point. He was the media's favorite Republican. Until he won the nomination. Then he was too old, too unpredictable, "Bush's 3rd term" (most laughable out of all of them, given the personal dislike between the two of them), etc.
They will demonize anyone who stands against them. Why let that drive our choice?
All I want to drive our choioe, other than a dedication to conservatism, is the likelihood of winning.