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Boing Boing's Journey from Internet Culture to Internet Counterculture

The Boingers

The story of how Boing Boing launched, built a profitable business, and still run it on their own terms. From Rob Walker’s profile in FastCompany:

“Boing Boing’s version of that tale is a little different. Frauenfelder and his partners didn’t rake in investment capital, recruit a big staff and a hotshot CEO, or otherwise attempt to leverage themselves into a ‘real’ media company. They didn’t even rent an office. They continued to treat their site as a side project, even as it became a business with revenue comfortably in the seven figures. Basically, they declined to professionalize. You could say they refused to grow up.”

Adobe Sponsors “Previews” of Upcoming Books: Guy Kawasaki, Mark Frauenfelder and John Battelle

Guy Kawasaki, John Battelle and Mark Frauenfelder have published content (plus bonus videos and other features) from their upcoming books and are distributing them to readers of their blogs as Adobe Acrobat 9 PDF Portfolios. Adobe did not shape or influence the content itself, but it is paying to run ads on all three authors’ sites.

The free “sneak previews,” not surprisingly, are moving like hotcakes — 1600 downloads in a week — and with each download Adobe takes a new prospective customer on a tour of Acrobat 9.

Ads on each site (like this one, running on Guy’s site) not only promote the PDF preview, they also let fans re-post the ad unit on their own sites:

And since circulating these previews benefits the authors too — they are the book-equivalent of movie trailers — Adobe’s campaign is getting extra mileage beyond the paid sponsorship. Here’s a post by Battelle on Searchblog:

Battelle’s Book Trailer in Acrobat 9

(Credits: Steve Weeks and the Adobe Acrobat 9 marketing team; Yiming Roberts, Erica Milanese and Jenny Yumiba at Goodby Silverstein; and Liam Boylan, Nicole Cook, Stephanie Loleng and Lester Lee at FM.)