Keithley understands that the best way to promote itself is not by issuing bland press releases that are ignored by the press, but by providing interesting and relevant news content that present Keithley's products in the context of larger business, financial, political and societal issues. The company is also providing a place for users and developers of the company's products to exchange ideas on how to improve them. Excellent strategy.
The company's move is braver than you might think. When I present similar strategies to various nanotech companies, I am often met with the sounds of crickets chirping and tumbleweeds tumbling.