Why getting noticed is the most important step in startup success.

Good article, but it's not all about Media attention.

I agree with the "Get Noticed" portion, but you may be able to get noticed from targeted marketing within a niche. If you target a core group of potential customers/users, even cold calling or getting involved in their community will get you noticed. If you have a good enough product, it'll "get noticed" through word of mouth, rather than Media Attention, which is a much better way of getting noticed.