Farage is an accomplished self publicist.
He hands journalists the sort of ready to go content that helps them fill their programmes and pages. News conferences and other publicity events guaranteed to contain a bit of drama. Journalists love a bit of drama.
Sure none of it stands up to intelligent scrutiny but that doesn't matter. If some journalists rake over the drivel he gets more exposure.
The sort of people he appeals to are not going to be looking at the sort of news outlets that will do analysis.
Is it really the fault of the news media? Perhaps other parties such as #GreenParty and #LiberalDemocrats should be doing more to attract media coverage. Just no more Ed Davey falling off paddle boards.