Launch a Start-up Turns Miles into Money got off to a high-flying start with extensive media coverage, including a front-page story in USA Today, by hiring Padilla Speer Beardsley to help launch its business. allows travelers to convert incentive points from major airline and hotel programs into money to make online purchases. PSB pitched the story exclusively to USA Today because of the large number of business travelers who read the paper. The cover story led to coverage on CNN, and in The New York Times, Newsweek, Money and Kiplinger's. As a result of the media coverage, registrations with have far exceeded the company's expectations.