• The Wall Street Journal, Monday, October 5, 2009 3:15 PM

The Wall Street Journal sat down with Sports Illustrated's Peter King, who's possibly parlayed his old media acclaim into new media fame better than any living journalist. Indeed, the seasoned writer's column, "Monday Morning Quarterback," which started out as a repository for what didn't make the print mag, now attracts 2 million readers a week.

How does he do it? Keeping it very personal, for one. "One of the things that has both kind of inflamed people and sort of attracted people is when I have written over the years about some personal thing," says King. A supportive editor, and a selfless attitude cushioned by an obscenely large salary also help. Oh, and not bothering with T.O., of whom King says: "I just think that life's too short to talk to nine-year-olds too often."

Read the whole story at The Wall Street Journal »