For the business community there is some money in it although nowhere near as much as some want to make it out. Most of NH's population lives in the southern 3rd of state and they only have one commercial tv station so the Boston tv outlets get the bulk of the tv ad revenue. Campaigns don't do that much newspaper advertising anymore so there isn't much benefit there anymore. The hotels do ok because of the campaign staffs. The bars and restaurants like it because the candidates bring people out and there are incidentals like signage and campaign headquarter costs and most campaigns put up 20-30 people for a couple of months before they move on to the next state.

Mostly the average Joe tends to like the primary because it is the only time anyone pays attention to NH. People tend to take it pretty seriously and it is a well-informed population but there is a sizable minority that could just as well do without the circus.

The best thing about the NH primary is that candidates really can get name recognition and a jump start just by pressing the flesh. The state is way smaller than Iowa, nowhere near as conservative, doesn't hold candidates hostage to issues like corn subsidies.