This is what people have been noticing during and since the election, you can't pin down Trump on anything because he is a controversy machine. He says something ridiculous and the media gives it attention and even begins to get some momentum on the story, but a week later, sometimes even days later, he does or says something that's even more ridiculous and now most people are concentrating on that new thing. Its hard to say if this is intentional or if his bombastic style is just something we're not used to in politics, but it seems to be effective in that the media is always chasing after the latest controversy.

For me it looked like the media had really nailed him on not releasing his tax forms, even going so far as to uncover damning ones from the 90s, but then the inside edition tapes came out and everyone focused on that instead.