on branding the first 100 days. is it just the media being ridiculous? >> the president said he wants to run the federal government like a business. during the first month of president trump's administration reporters were complaining about him doing too much. it was a neck breaking pace. there was too much to cover and the reporters were exhausted. here we are approaching the first 100 days and he apparently hasn't done enough. he either hasn't done enough or he needs to do more. howie: it goes back to fdr's days and it has become a ritual. whether the white house officials participate or not, the media will have all these stories and web postings. >> it's not a new benchmark. with two round numbers it makes