I think Paul's point was that typical election coverage is about the campaigns themselves, as if the campaign was intrinsically important [1]. But the campaign is not what's relevant to a voter. That is, they don't need a narrative about how the campaign is doing, they need information on their choices.

[1] Insider campaign coverage is certainly interesting, but that's different from being important. I'm interested in behind-the-scenes narratives in just about everything.