Timing the unveiling of one's running mate is a crucial publicity challenge, David Von Drehle writes in Time—and John McCain would be best served by playing his card soon, while Barack Obama should keep his ace up his sleeve. Obama could run into trouble from rabid Hillary Clinton fans at the Democratic convention, and might need “to hold a headline in reserve."
McCain, on the other hand, “might benefit from the jolt” soon, as he’s had a hard time getting press of late. Plus, McCain badly needs distance from President Bush; the right VP candidate could bring him breathing room. And while Obama’s pockets seem bottomless, McCain will have less money to buy publicity as the weeks wear on.