In Chapter 10 of 13, writer Mark Graham details why a passion-driven personal blog can shape into a career. From his early personal efforts at www.whatevs.org, Graham moved on to VH1, Gawker Media / Defamer, and New York Magazine. Blogging appeals to readers and pop culture fans seeking real-time news cycle updates. It also offers a non-stop discussion platform between commenters and with authors that push content consumption experience beyond print media or television.