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All Virtue Is Relative: A Response to Prior

In “The Challenge of Measuring Media Exposure: Reply to Dilliplane, Goldman, and Mutz,” Markus Prior suggests that scholars should avoid using a new method of measuring exposure to political television that we evaluated in a recent article published in the American Journal of Political Science. We respond to each of his criticisms, con- cluding that although no measurement approach is without its flaws, scholars should always use the best approach that is available at any given point in time.