BoingBoing is one of the most popular -- and profitable -- blogs on the planet. And, going against conventional wisdom, it's still run the same way that blogs were back when they were just getting started: A couple of friends with similar interests post things from all over the web that interests them, be it a heartbreaking piece on the spread of cholera in Haiti or an animated GIF of a monkey riding a goat.

In the new issue of Fast Company, Rob Walker, the Consumed columnist for the New York Times Magazine and a contributor to The Atlantic's Technology channel, goes deep inside the world of BoingBoing.

Back in 1999, Mark Frauenfelder wrote an article about new web tools that made it easier to do something called "blogging." His editors at the technology magazine The Industry Standard declined to publish it, concluding that blogging didn't really seem like a very big deal. Turns out it was.

It's certainly been a very good thing for Frauenfelder, who deployed the tools he learned about for his ill-fated article to start posting interesting links and offbeat observations on boingboing.net. In time, three friends who shared a similar appetite for curious information filtered through a nonmainstream worldview -- Cory Doctorow, Xeni Jardin, and David Pescovitz -- joined him. And by the mid-2000s, Boing Boing had become one of the most-read and linked-to blogs in the world.

We know what happens next: This hobby morphs into a successful business. But Boing Boing's version of that tale is a little different.

Read the full story at Fast Company.

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