SAN FRANCISCO — Like so many other 20-somethings hoping to mine the Internet gold rush of the late 1990s, Mena Trott was thrown for a humbling loop by the dot-com bust, yet still craved stardom. Her unassuming husband, Ben, just wanted another computer programming gig in Silicon Valley's depressed job market. The couple's odd chemistry cooked up Six Apart Ltd., a startup that has helped popularize the "blogging" craze, with millions of people worldwide maintaining online personal journals that dissect everything from politics to poultry. The Trotts, both 27, have amplified the buzz about Web logs, or blogs, by making...