It can be a thankless task at times, given that the longer a piece is the smaller a section of the audience that reads through it is. Those people will get far more value though.
A little while back one of the guys from the YC startup adioso was talking to me about their new version. Someone from techcrunch did a quick 15 minute interview and pushed out a shortish post complete with concept misunderstandings. Another site (which I forget now and can't find) did a real in depth interview and a multiple page write up but probably only grabbed a small fraction of the attention the short error filled techcrunch post would have had.