So, we're supposed to believe that the press didn't report this at the time because they didn't know how? Sure, makes sense to me.
The exchange between McCain and his wife was not reported anywhere when it happened, Schecter said (a LexisNexis database search confirms this). In 1992, McCain's mention in the national media revolved mostly around his involvement in the Keating Five scandal, and only local reporters closely followed his re-election bid.
McCain is well known for his rapport with the national media covering his presidential bid (he's jokingly referred to the press as "my base"), but Schecter said this incident was buried not out of fealty to the Arizona senator. Rather, it was uneasiness about how to get such a coarse exchange into a family newspaper, and he didn't fault the local press for not covering the incident.
"Members of the media are squeamish covering stuff like this so they let it go," Schecter told RAW STORY in an interview Monday. "Back in '92, when people use naughty words, [reporters] don't know as much what to do with it."
Much has changed since then. President Bush's reference to a New York Times reporter as a "major league asshole" was reported in at least 47 newspapers during the 2000 campaign, when the off-color remark was overheard, according to a database search. And more than a dozen newspapers have reported Dick Cheney's recommendation that Sen. Patrick Leahy "fuck yourself."