“The Linux of social media”—How LiveJournal pioneered (then lost) running a blog

Last April, famed creator and hero-murderer George R.R. Martin introduced that he turned hoisting his ancient blog from his moldering LiveJournal onto his private internet site. For informal Game of Thrones fans, it became a minor hiccup at fine—most clicked the new link and by no means appeared returned. For positive fans’ strata, this becomes a far more momentous flow. Described as “the closing holdout” via longtime LiveJournal volunteer-grew to become employee Janine Costanzo, Martin’s blog changed into possibly the as soon as-running a blog-large’s final bond to the arena of high-quality pop culture. So, simultaneously, as the writer may never end his most liked literary series, his easy act of Web hosting logistics truly marks the end of a generation.

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Growing up at the Web on the sunrise of the social media age (circa 2007), it felt like all connectivity-obsessed websites forming the burgeoning center of the brand new Internet were haunted by a faded specter called LiveJournal. As a teenager, I did not truly know everybody who had one. However, I always heard whispers and rumors about drama at the carrier. And based totally on candid conversations with a number of the figures who made LiveJournal what it turned into, it turns out that impression isn’t some distance off. LiveJournal, or LJ, as its customers are lovingly known, became a unique type of social media service nearly unrecognizable in a global dominated with the aid of the anonymity-shattering electricity of Facebook or Twitter. But, as a lot of its former personnel attest, LJ, in the long run, could grow to be any such “second-generation” social behemoths. Instead, a cussed userbase and questionable enterprise decisions harried the one’s pursuits. And now, Martin’s present-day figurative casualty—the severed LiveJournal—serves as a short reminder of the platform’s ascendance and the choices that brought this blogging icon crashing down.

Built from the dorm

Like many eventual household names in tech, LiveJournal commenced as a one-guy undertaking on a lark, pushed by a techy youngster with too much time on his fingers. As founder Brad Fitzpatrick recollects, in 1998, upon getting kicked off America Online for messing with its provider too much, he persuaded a nearby ISP to permit his non-public website to apply the Common Gateway Interface protocol. The pass allowed him to write custom scripts to produce dynamic items on his web page, consisting of his exact age in seconds, counting ever upward with each refresh. The novelty of those vibrant gadgets astounded Fitzpatrick to the fact that he made a one-line textbox that floated above his desktop’s Start bar so he could type in and publish to his website online.

“It didn’t actually have a post button,” Fitzpatrick recalls. “It turned into simply the Enter button. My early LiveJournal posts were like ‘going downstairs to get a Coke’ or ‘I’m bored.’ It was very much like early Twitter.”

After giving the script to a handful of pals, Fitzpatrick realized that each replaces he made supposed that he’d hand it out all over again, so he permitted his friends to piggyback off his server for ease of use. When Fitzpatrick soon went to college at the University of Washington, the script unfolds with him. He subsequently was given the complete ground of his dorm posting in conjunction with friends in specific states. The carrier grew organically from there.

This handful of early users formed the website’s online capability with their behavior. For example, when buddies began complaining about the unsheared “partitions of textual content” that a number of their peers might submit, Fitzpatrick introduced a “publish” button so they could area out their paragraphs. There was no way to respond to other people’s output, irrespective of how insipid—until Fitzpatrick determined he desired to make fun of one of his buddy’s posts. He next delivered in the comment capability just to publish “a snarky-ass comment.”

“Everything changed into like that,” Fitzpatrick says. “Current mood, contemporary song, profile photographs—it becomes all screwing around and trying to add whatever new matters we should do or what the Web supported at the time.”

At a certain factor in his college career, around 2000, Fitzpatrick realized that LiveJournal had turned from an organization laughing manner to playing around with CGI scripts into something approaching a real enterprise. “At that point,” he recollects, “the challenge became: maintain the rattling factor alive.” So, as he approached graduation and the web page’s popularity persisted in mounting (plus the fee of the servers spiraling ever upward), he commenced, surprised if he needed to lease a few human beings to help him preserve the web page from falling over every week.

That’s when he met Lisa Phillips, a systems administrator at a local DSL enterprise in Seattle. She passed off to make a LiveJournal post right as Fitzpatrick changed into seeking to move his embattled servers out of his dorm room. “A bunch of us have been LiveJournal customers on the employer,” says Phillips. “So, I simply reached out to him and said, ‘I don’t understand you. However, we’ve room.’ It changed into literally a rack in a closet. However, we had a room.”

Needing to rent a complete-time sysadmin, Fitzpatrick approached Phillips with the activity in 2001. Because they were each 21 at the time and he had never hired each person earlier, Fitzpatrick delivered his dad to assist in constructing the report, coming near a proper interview procedure. “It changed into exceedingly professional,” Phillips says. “And I got the process. I became the primary character paid to paintings at LiveJournal as a sysadmin for the entire website.”

As Phillips remembers, retaining LiveJournal organization on time became a 24-hour-a-day job, with brutal hours and an ever-increasing nexus of responsibilities. (Within the primary years following Phillips’ hiring, LiveJournal eclipsed the one million consumer mark—years later, after social media had become more commonplace, that equal feat took Twitter nearly years as well). Fitzpatrick and different early LiveJournal programmers lived in Fitzpatrick’s place of origin of Beaverton, Oregon, but the site’s servers have been nestled in downtown Seattle with Phillips—three hours away. It evidently fell to her to carry out the physical information center work of “racking and stacking” structures and servers to ensure that the website would run nicely (or, at minimum, live to provide). And because Fitzpatrick became her simplest backup, and the site usually ran overcapacity, Phillips stayed in touch with him each day, to the volume that she could textual content him if she changed into going to a movie for some hours. Despite the arduous conditions, she believed in the assignment of LJ, which saved her going through lengthy weekends and evenings.

“All the corporations I worked for were approximately the exhilaration and opportunity of what it’d be like while you could form groups without the hindrance of the bodily,” she says. “I do not forget I became having a tough week, and I turned into announcing I ought to give up and cross-work at a pizza location, or something like that. And my sister-in-regulation advised me with tears in her eyes that LiveJournal stored her lifestyles. She became a new mother; she had this network of new moms who dwell in groups that might be truly homogenous, and they have been a community of mothers who can be liberal and tattooed and have more extraordinary ideas than our network. She stated it could be lonely being a mom and gaining access to these communities is the handiest matter that stored them collectively. She stated that she didn’t understand what her existence would have been like if I hadn’t been doing the work to hold it alive. And that stored me going.”

Growing pains

Growing pains

As the website grew properly into the ’00s, the number of volunteers who knew new customers and policed the website for toxicity swelled. Once more, worries over the company’s sustainability started to dog the area, mainly regarding the founder’s ever-increasing listing of duties. While the simplest sincerely wanted to build functions for the web page, he ended up balancing as many hats on his head as he should control: responding to consumer emails, negotiating hosting contracts, and trying to shore up the budding platform’s earnings streams, for instance. “I became horrific at delegating, and I became continuously on the verge of burning out,” says Fitzpatrick. “It felt like each day I become bouncing around preventing something fires because we have been quite many programmers there.”

With the center dozen-or-so LiveJournal personnel eaten up with simply retaining the site afloat, it frequently fell to the volunteer to assist the body of workers to set web page coverage. And this shape could occasionally motivate the fires to flare up even more.

“The problem with the website became that we had been a totally younger group, and no one had any revel in with venture management,” says Denise Paolucci, who led the volunteer help team at LJ for several years (she later co-based the Livejournal code fork Dreamwidth). “We had been just making it up as we went alongside. I suppose Brad [Fitzpatrick] simply wanted to program. We had problems in those days because what was given constantly turned into based on who yelled the loudest at Brad’s maximum lately. Friends could tell him about the trouble that they were having, and he’d attempt to repair it. But as it turned out, maybe the guide team had been asking for that little trade for the long term, and the volunteers would experience annoyance because they wanted it finished slightly in another way. If we didn’t enforce things precisely the way that users were soliciting for, we’d have trouble.”

Eventually, Fitzpatrick tired of the pseudo-control role he had unwittingly thrust upon himself and offered his enterprise (called Danga) to Six Apart in early 2005. At the time, Six Apart turned into a small software program organization first-class recognized for authoring the blogging software program TypePad.

In retrospect, Fitzpatrick says issues approximately the more and more competitive business panorama around proto-social media websites like WordPress (set up in 2003) and Blogger (around 1999) additionally contributed to his decision. (For an idea of the extra panorama: Facebook changed into based 12 months in advance in 2004; Twitter might observe in 2006.) But at his platform’s peak within the mid-aughts, LiveJournal turned into a titan of running a blog, boasting over ten million accounts. Multiple humans Ars spoke with gestured to the site’s biggest community, the celeb gossip web page “Oh No They Didn’t” (ONTD), as a beacon of the website online have an impact on. As former LiveJournaler Abe Hassan places it, at the same time as larger social media systems started to outgrow them, celebrity deaths would still convey a lot of traffic to ONTD that the web page might crash, beginning with Heath Ledger’s tragic end in 2008. The page additionally broke several large-price tickets (but now forgotten) tabloid stories of the generation, including Jamie Lynn Spears’ pregnancy (information of which was later picked up using larger stores).

As early employee Janine Costanzo recollects, a group of workers’ sentiment surrounding the purchase became excessive. Some hoped that Six Apart could provide a robust roadmap for retaining the service alive for the long haul. Better but, the capital infusion allowed the organization to rent longtime volunteers like Costanzo and Hassan as full-time personnel, which helped enhance morale. But as time went on, it became apparent that the paymasters at Six Apart didn’t apprehend how to navigate the calcified center of LiveJournal customers that reared again at every trade the organization desired to make, particularly regarding cash waft.

Multiple topics factor into a particular kerfuffle as an instance of LiveJournal’s rowdy userbase in action: a 2006 controversy over bare breasts in person icons that the personnel dubbed their “Nipplegate.” According to Paolucci, it all commenced when a trollish person set their default person icon to an image of The Golden Girls Bea Arthur photoshopped on the head of a bare woman. Since your default icon became utilized in search indexing, the website’s online-wide coverage disallowed nudity, even though it becomes nice elsewhere. The crew asked the user to take it away. However, instead of complying, the user decided to begin reporting any nudity he noticed on fellow user icons, lots of which belonged to a seasoned breastfeeding institution that liked to show off their youngsters breastfeeding as part of their icons. The LiveJournal group diagnosed this behavior as malicious reporting, but they felt handcuffed by using their personal rules. Soon, the breastfeeding businesses were asked to cast off their icons properly, resulting in a national PR nightmare for Six Apart. At least one principal activist institution protested outside their offices.

Hassan says it was a surprise for the personnel of Six Apart, especially those who weren’t dedicated LJ customers. “It turned into in our weekly corporation meetings, and we’re reporting in this new coverage, and whether or not you may show the areola,” he says. “The rest of the enterprise had no longer engaged with this. They were used to promoting to businesses, no longer coping with the chaos that a right-away userbase can deliver… Today, on Facebook or Twitter, the whole thing is a shape response or an automobile reaction. But early on, we set the expectation that you would get a personalized response if you wrote to us. We need to be more severe. We didn’t have that stage of nuance in our policy. It turned into, like, are breasts OK? No, then, carried out. We need to take more of a stance on what ‘sexualized’ intended, and moved in the course of network requirements, like what [image sharing site] Flickr had, in place of freedom of speech.”

Hassan’s response echoes a common refrain of this one-time LiveJournal personnel: the inertia of person expectancies should turn out to be almost not impossible to triumph over. For instance, quickly after Six Apart bought the company, a conveyor belt of mission managers was introduced directly to attempt to harness the chaos of the organization into something more profitable. These new analysts took intention on the website’s freemium model, handiest to be stymied by using the load of beyond promises. “We were usually saying that we were preventing for the users, that we would run the whole lot using the community earlier than we did something,” says Mark Smith, a software engineer who worked on LiveJournal and has become the co-author of Dreamwidth. “Well, because it turns out, while you do this, you emerge as with the network telling you that they need the entirety to stay the same, forever. We had promised to never include commercials on the site, and suddenly, we’ve got our new control telling us, ‘The website needs commercials; the website online needs advertisements.’ It becomes a not possible scenario.”

Paolucci sums it up to quality: “Back in 2007, at the height of the burnout section, when we had been all going for the gallows humor, we joked that we’d submit inside the news journal that we have been giving absolutely everyone $a hundred, a pony, and a latte, and the primary five remarks could be people objecting that they couldn’t have caffeine, any individual pronouncing they had been allergic to ponies, and somebody going to a screed approximately how free money is the basis of all evil in society,” she recalls. “It became black humor, but it was kind of proper. There turned into a hostile dating between the ‘strength person’ and the humans emotionally linked to the network versus the people making choices for the product. There changed into no accept as true within either route. That antagonism is virtually what doomed it.”

A changing landscape

changing landscape

The tumult at LiveJournal, of direction, didn’t appear in a vacuum. New entities entered the weblog wars, and competitors like Tumblr started to siphon marketplace share from LJ into the past due to the ’00s. LiveJournal exodus appeared to be prompted in an element using movements like the mass banning of several figures inside the X-rated Harry Potter fanfiction network beneath stress from non-secular businesses (ostensibly for writing erotic testimonies about underage characters). As the incident gave way to the incident and anxiety started to mount, personnel departed the company. Six Apart eventually sold LiveJournal to the Russian business enterprise SUP Media in 2007.

Thanks to its US-based servers, LiveJournal has been extremely famous in Russia since the platform’s launch—so much so that it became U. S. A . ‘s standardized “weblog” phrase is just like Kleenex or Thermos. Eventually, all US personnel were laid off in January 2009, and today, LiveJournal maintains on as a domain run using Russians, for Russians. (As Paolucci and Smith point out. However, an influx of users arrived at their fork Dreamwidth following SUP’s choice to move the site’s servers to Russia. Some users noted fears over the Russian government’s potential to subpoena digital records.)

Looking lower back, these former LiveJournal personnel all agree that the carrier’s more insular nature becomes in no way going so that you can compete with the public-facing, statistics-aggregating might think of Facebook and Twitter. Hassan remembers the day that Facebook delivered the “information feed,” which allowed customers to see their buddies’ updates in a more cohesive (but arguably voyeuristic) way. According to him, LiveJournal’s team began planning to roll out a similar function, but they feared the network backlash. “They took the heat for us, in a way, but it also changed the model of privacy in a manner we didn’t expect,” he says. “These sites changed the arena, but we didn’t try and adapt.”

Despite that, the LiveJournalers Ars spoke to look returned on the platform as something extra pure than the ever-present social media offerings of today, and it remains a professional reveal that they gained’t soon forget. “It truly comes down to Twitter and Facebook looking to be the Walmart of social media—all and sundry has one,” says Paolucci. “We desired to be the mother-and-pop corner save of social media, but we bought to somebody who didn’t keep in mind that. And that’s wherein Dreamwidth comes in.”

Even though LiveJournal stays useless and long gone to those ex-employees, its Russified corpse continues to trudge alongside, animated through whatever die-hards inhabit the community. Oh No, They Didn’t report on the celeb news of the day even now, though best a trickle of feedback exists where there was once a flood.

But perhaps there’s no higher microcosm for LiveJournal’s epic journey than the weblog that belonged to the man in the back of Game of Thrones. Even though George R.R. Martin managed to hang around for a decade after the site’s preliminary downfall, not anything specifically regarded to cause his 2018 pass to a personal web page. No fanfare observed it, just a quick message from one of the fantasist’s “minions.” Such is the character of the erosion of our once-loved digital spaces. There are none of the collapsed majesties of a bodily area like an abandoned fort, ivy threading its manner via the crumbling latticework. Instead, LiveJournal moves ahead as a getting older pile of code; in the future, it will probably rendered out of date by using something newer and higher and remembered by using individuals who misplaced countless hours to rig it up in the first area.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.