Veteran journalist Om Malik of Not Really Indian outed a tech startup on his blog, to great effect:

Kathy Rittweger, CEO of Blinkx, was on what she thought was just a normal trip to the offices of Business 2.0 magazine to show the editor her new search software. Om Malik, one of the journalists in the meeting, was so impressed that he immediately wrote about it on his blog. “He called me to say he’d done a ‘blog’ on us, and I have to confess I was disappointed as it didn’t sound as good as an article,” Rittweger reflects. “Within a couple of hours we were being mentioned on thousands of sites and I had venture capitalists calling me left, right and centre. The blog made us so popular that we had to bring forward our launch from autumn to June.

Nice job, Om. (Btw, I’m writing about a guy writing about himself writing about a startup. Death by echo!)