But it changes the conversation. The media is a shark. It only goes forwards. So if Trump changes the subject, journalists move on from whatever was the last thing.
He's basically revealed a deficiency in the way the media covers politics. They can't resist the latest story. Clinton got stuck with emails through the whole campaign because she was unable to provide them with new fodder. This magnified their importance out of all proportion. Trump had one scandal after another, but none stuck because he supplied new stories to order.
It's something which needs to be addressed as more folks will learn to exploit Trump's methodology.