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The huge amount of press coverage, the TV interviews.
However, judging by the number of retweets and new followers the charity has acquired, not to mention the amount of press coverage, this certainly seems to have worked from a marketing point of view.
Pseudo Programs, with 175 layoffs, is by no means the largest of these companies to go under, but its crash has gotten a good amount of press coverage, since its acolytes had crowed so loudly and flown so high.
Blaming an outside figure is a desirable tactic generally, he said, but is particularly so in a case where, as in the embassy bombing trial, "there has been a huge amount of press coverage and political discussion about the culpability of bin Laden".
In true geek family fashion, they jointly run a wordplay game at oneupme.com, which has received a modest amount of press coverage.
Then imagine him laughing as he trucks his mountain of sponsorship gear back to his flat, and how he can forever pitch himself as the guy who got an insane amount of press coverage for sitting on the street.
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And despite the incredible amounts of press coverage his re-emergence provoked, the man himself stayed silent, leaving his friends and collaborators to do his talking for him.
'Kate Moss was our bestselling issue ever but the Liz Hurley issue - which took a phenomenal amount of work - didn't actually sell that well, although it got tons of press coverage.
Sure, it's not "sexy", and sure you won't get 20M users and lots of press coverage, but engineers who are experienced in moving and computing massive amounts of data could actually stumble onto a breakthrough accidentally.
Most foundations, including the Tow, are leery of press coverage.
Your chance of press coverage has now increased.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com