Newspaper endorsements are not as valuable as they once were but the editorial endorsements of a newspaper are still actively sought by politicians - not least because they tend to influence the overall news priorities of that newspaper.
Over the last 24 hours I've been speaking to journalists within all of Britain's main daily newspapers (and The Economist) - at least two on each - and speculating about their likely endorsements at the next election.
What we are likely to witness is Fleet Street making a mass defection from Labour to the Conservatives.
Only The Mirror is sure to endorse Labour.
Fleet Street's four swing voters - the FT, Economist, Times and London Evening Standard - are likely to endorse the Conservatives although no final decisions have been taken.
Commercial and ideological reasons mean that The Guardian and Independent will stop a long way short of endorsing the Conservatives but are likely to continue to give David Cameron a fairer hearing than they have given any previous Tory leader.
More details below the graphic.
The survey of likely endorsements will be hugely encouraging to the Tory machine. Andy Coulson has coordinated targeted wooing of all of Britain's newspaper editors and proprietors. David Cameron's office was in touch with the new owner of the London Evening Standard within hours of him assuming control of the title. CCHQ are encouraged by the thinking across Fleet Street but assume that they will still have to work hard to ensure that each individual deal is sealed. Most newspaper editors won't make a final decision until much, much closer to polling day.