Fundraising on tech news websites

I saw the sponsored post below from Sporsonik on Webrazzi yesterday. Sporsonik is a sports nutrition content and e-commerce site looking to raise money. What’s interesting is that they’re using a tech news website to do so.

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I thought about why a startup would choose to advertise its funding round on a tech news website rather than by reaching out directly to investors. After all the latter is much more targeted and can be done for free. The most likely reasons I came up with are that the startup has already exhausted all of its top investor prospects or that it’s looking to differentiate its approach to attract attention.

The first isn’t a good sign. Regarding the second, they grabbed enough of my attention to write this post but not enough to try to learn more.