Brief Message to The Media

I have a brief message to the media…
Stop using POTUS’ last name! The man’s identity and brand are all tied up in that name, not to mention potential emolument riches. So why contribute to it?  There are plenty of ways to refer to the man without using his name. For instance, I haven’t used it once here but you know who I’m referring to. And name recognition plays plenty into re-election efforts, so why contribute? Media, please familiarize yourself with alternative facts, er, phrases, like “the president” and “potus.”