Today, TechCrunch writer Marshall Kirkpatrick wrote an entire entry about Zooomr's upload limits. Why was this newsworthy? Because Zooomr compared its new limits to the smaller ones at a major competitor, Yahoo's Flickr.
TechCrunch loves a good David-beats-Goliath story, and pitting a two-man startup (18-year-old Kristopher Tate and photographer-spokesman Thomas Hawk, pictured) against the robust property of Internet giant Yahoo turns a boring upgrade into an item.
There are, of course, more reasons. I've seen Tate and Hawk attend more and more dot-com parties, building friendships with other party-circuit regulars like TechCrunch founder Michael Arrington.
And Tate made a brilliant move hiring Hawk, a talented photographer who delights fellow party-goers by shooting portraits — which he publishes on Zooomr. The upshot: Everyone enjoys Hawk's flattering photos and Zooomr gets a halo effect. Meanwhile, everyone meets Hawk, who introduces them to Tate.
So a startup can get attention from TechCrunch two ways:
- Spin every small step as a victory over the competition.
- Learn a party trick.