The Sweet Talker

It’s not hard to imagine Lisa Sugar as a teenager, flanked by stacks of People and Entertainment Weekly and illumined by the blue glow of the television. “I was watching Letterman when most kids should be sleeping, and consuming magazines when I should have been studying,” says the Maryland native. Sugar’s celeb addiction followed her to George Washington University, where she majored in psych and English, and then to SF; she moved here in 1999 with husband Brian (now Sugar Publishing’s CEO) and worked as a media analyst at Goodby, Silverstein & Partners. So she decided to turn her obsession into a business.

Since launching the pop-culture blog PopSugar in March 2005, Sugar Publishing has introduced such chatty, info-laden blogs as GeekSugar (a technology guide), CasaSugar (a home-and-garden site) and even TeamSugar, a social networking site whose 130,000 users include Katie, the Sugars’ year-old daughter. “Katie’s blog is ghostwritten by her babysitters,” laughs the Pac Heights resident. “Katie’s been our good-luck charm.”

We’ll say. In a mere two years, Sugar Publishing has increased its staff to 48; collectively, the blogs tally 40 million page views each month, and Business 2.0 estimated the company would be worth some $40 million by 2009. “I still can’t believe all of this started from a hobby of mine,” says Sugar. “It’s been a good year.”

WEB EXCLUSIVE: Q&A

Who would you choose for Hot 20?
The young team that developed Method—the beautifully designed, eco-friendly household-product line that I have become addicted to. Also, a fabulous local blogger/artist who goes by the name “14.” She creates pop culture art based on current headlines.

Hottest thing about living in SF?
It’s such a classy and livable city! The neighborhood feel with the convenience of urban life. Great people, restaurants and scenery make it such a joy to wake up here every morning.

What would you change about SF?
More delivery food options would be great.

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