"According to King’s research, for every day of national media coverage, which Trump-related boycotts can easily garner with a politically oriented press, a targeted company’s stock price will drop nearly 1%. After the news of a boycott lands in the top five most-read newspapers in America, 25% of boycotts reap a concession from the targeted company. The lesson here: When national media is involved, companies react even if there’s no impact on sales."