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Jeremy Horwitz, a solo IP practitioner in Irvine, California, has a thing about alter egos. Horwitz devotes his mornings to a small practice that focuses on licensing matters and technology-related transactions. He then turns to his other job as an editor at a popular Web site devoted to an even more popular product: Apple Computer’s iPod digital music player. “The iPod has become a cultural icon,” says Horwitz, explaining why he’s so enthusiastic about his gig with iPodlounge.com, which recently turned up on Time magazine’s Top 50 list of Internet sites. “It has transcended digital music player status and has become the center point of a whole new way people are looking at music.” Horwitz, it turns out, isn’t one of those lawyers who took up writing as an alternative career. Rather, that’s where he started out before he turned to law. As a freelance writer interested in topics such as electronics, sports and video games, he wrote articles for an eclectic group of publications that included Basketball Digest, Electronic Gaming Monthly and The New York Times. He also served as editor in chief of Intelligent Gamer, a magazine he created 10 years ago. When Ziff-Davis, which publishes several computer and other technology-related magazines, bought Intelligent Gamer in 1996, Horwitz decided to try his hand at law. After graduating from Cornell Law School in 2001, he joined the associate ranks in the Irvine office of San Francisco’s tech-focused Brobeck, Phleger & Harrison. “That was obviously when they started going through their slimming down phase,” says Horwitz, referring to the now-defunct firm. He left in 2002 — before Brobeck imploded — and proceeded to finish writing a book, “Law School Insider,” about his law school experiences. In the meantime, Apple’s sleek iPod was taking the digital music world by storm. Horwitz figured it might also offer a way to allow him to keep writing. “I found iPodlounge the same way that many people find it today,” he says. “It’s the number one search result on Google for ‘iPod’ after Apple’s own Web site and the first place a person visits if they want a comprehensive, independent resource for iPod information.” After contacting Dennis Lloyd, founder of the iPodlounge site, to see if he’d be interested in some of Horwitz’s editorial contributions, the two realized they lived very close to one another. “When we met for lunch the first time, Dennis handed me a car’s trunk full of iPod accessories and asked if I wanted to review them,” says Horwitz. “If that wasn’t a gadget fanatic’s version of love at first sight, it was something close enough.” As a lawyer, Horwitz tends to represent, among other clients, publicly traded and privately held technology companies. As a writer, he’s well tuned into Apple’s industry-leading musical version of digital technology. Horwitz is now a senior editor for iPodlounge. He has a financial stake in the site, which he says is “truly and strongly” profitable thanks to a number of online advertisers. The site has also garnered an impressive number of eyeballs, no doubt thanks to the armies of digital music lovers plugged in with their iPod earbuds. Andrew Simons is a freelance writer in Los Angeles.

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