But, more recently, lots of people including me have talking about how Barack Obama in 2008 and Republicans in 2010 won by mastering social media - or, what I call "new new media". Paul Saffo even coined a new term - "cybergenic" - to describe Obama in 2008, an evolution of JFK and Reagan being telegenic.
Has television come back? Newt Gingrich clearly smashed Romney in South Carolina because of two brilliant performances in television debates in the past week. With two more debates coming up in Florida this week, the question of the impact of television debates could be crucially important.
David Gergen just said on CNN that he thought Gingrich's victory indeed shows that television is playing the decisive role in this year's primary - so far.
I'm not surprised. Even though I've written extensively about the role of Twitter, Facebook, and YouTube in today's politics, I'd never discount the role of television. Older media don't just disappear when new media arise. The written word is still important today, as is radio.
Television never really went away. The Internet is still crucially important. But for the right candidate, television can be even more important, precisely because of its old mass media magic - it's unique capacity to speak to millions of people at the same time.
Gingrich clearly is such a candidate. His particular talent is looking great on television attacking television.
But Obama is powerful on television, too. That's part of his being cybergenic.
Stay tuned for an exciting election.