Aaron Zamost, the head of communications at Square, has articulated an interesting theory about the forces that govern the tech press. Basically, it boils down to this: Coverage of all tech companies follows a pre-existing narrative arc that waxes and wanes with the fortunes of the businesses.
Here’s how he puts it:
A company’s narrative moves like a clock: it starts at midnight, ticking off the hours. The tone and sentiment about how a business is doing move from positive (sunrise, midday) to negative (dusk, darkness). And often the story returns to midnight, rebirth and a new day.
By way of example, he cites media coverage from a variety of different organizations, from Meerkat to Facebook to Uber. If the company’s any good, the tech press begins to heap attention onto the industry’s latest “shiny new toy,” (think Reserve) but that praise eventually curdles as the company gains traction. Read more