[outdooricon]

I'm curious, what value do you gain from something like the Austin American Statesman? I assume the main goal here of the PR is really to get links back to your site, so a higher value site like Tech Crunch would get you a higher value link back. Or, am I wrong, and the real point here is that something just needs to come up when someone Google's your startup.

[jacques_chester]

Larger publications watch smaller publications -- newspapers, local blogs etc -- for story ideas.

[VonGuard]

Indeed, but also, hitting a newspaper read by 1 million people who are semi-technical is far better for a consumer product company than hitting an online audience of 10 million super tech users. The 1 million might just be hearing about you for the first time, while the 10 million online may already know you, seen other articles, moved on to the new hotness.... Those newspaper readers, though, they're wild, fresh and unmolested. Virgin ground for new customers.