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Romney needs to run this stuff in ads to get the any kind of attention in the LSM.

From what I've heard, Romney is hamstrung for the moment with respect to running ads. All the money he is raising now cannot be used until after the convention. There is only a certain amount a presidential candidate can spend (according to election rules) prior to a convention and Romney spent much of that during the primary season.

Obama is subject to same campaign rules but because he did not have a primary opponent, he did not have to spend any of it during the primary season and now that the GOP has a presumptive nominee, he can target all that money against Romney accordingly.

This is the reason Obama has been outspending Romney this summer, making it appear that Romney is not putting up a fight. Once the GOP convention is over, Romney will have access to the hundreds of millions of dollars that will be available to him at that time and then we'll see what happens.