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Presidents have turned increasingly to local media to build support for their policy initiatives, as evidenced by President George W. Bush's recent and unprecedented efforts to reform Social Security. In this article, we examine local newspaper coverage of the president's reform tour and the success he had “going local.” We find that local newspapers tended to be positive, but mostly descriptive, in their coverage of the president's reform tour. Local news stories not only differ from national coverage but also from each other: a newspaper's size and location affect the content of local news coverage of the presidency. We conclude with an assessment of the usefulness of a “going local” governing strategy in light of these findings.