Who is your client? What are its media goals?
Steven Blinn: Surf Canyon is an Oakland, CA-based startup that has created a browser plug-in, which allows you, in essence, to better search through search results in real time. [It's] media goals are to target consumers and drive downloads of [its] software.
Why was The Mossberg Solution such a good target? How did you pitch [Wall Street Journal columnist and editor] Walt Mossberg?
Blinn: Coverage by Mossberg is the Holy Grail for consumer technology ...