• The New York Times, Monday, September 27, 2010 11:52 AM

The media -- of which we're admittedly a part -- gives Apple an excessive amount of attention, according to a new study from the Pew Research Center's Project for Excellence in Journalism. Pew found that 15.1% of all tech articles were primarily about Apple. Google, meanwhile, dominated about 11.4% of tech coverage, while Microsoft commanded a far more modest 3%.

"Apple is especially effective at seizing journalists' attention," writes The New York Times, citing comments from Amy Mitchell, deputy director of the Project for Excellence in Journalism. What's Apple's trick? Generating excitement for new devices and Apple's "very public way of releasing products," according to Mitchell. Still, Mitchell said she was surprised by the degree to which Apple dominates the media's attention -- "even over Google." The Pew study assessed technology coverage by 52 newspapers, broadcast and Web sites from June 2009 through June 2010.

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