There’s a great profile of Walt Mossberg in the New Yorker by Ken Auletta.
It’s funny, Mossberg is to the technology beat what Auletta is to the media beat. (Check out how Auletta casually throws in a few supporting quotes from Steve Ballmer, Eric Schmidt and Marissa Mayer.)
I wonder if Auletta and Ballmer talked about how seriously Microsoft takes Mossberg reviews. The company will assign senior vice presidents to provide tech support to Mossberg, to be sure he gets the best experience possible. That paid off with his glowing review of Office 2007, but he’s been cool to Vista.
It’s also no wonder the Journal pays Mossberg a fortune. It probably has to, to keep him from leaving to open a consulting business like Rob Enderle’s.