Trump will need to spend serious cash to keep his campaign going. He might not have it.

Trump’s campaign has lived off a strategy of constant freemedia exposure—something he earned, we should note, by expressing many “newsworthy” opinions that a not-insignificant number of human beings found oddly compelling in a presidential candidate. That’s how he has been able to dominate the race after only spending a couple million dollars of his own money. The problem with Trump’s strategy, though, is he’s created exceedingly high expectations for himself: Unless he keeps upping the ante of bombast, he’s going to see a cratering or even collapse in his media coverage.

Few other humans on the planet understand how to manipulate the media better than Trump, and even he seems to be getting tired of himself. It’s time for Trump 2.0: the stage in which he defines himself on his own terms, instead of performing whatever garish acts are necessary to maintain his outsized share of free media coverage.

That means spending much more of his own money. And how much, really, is he good for?