Guy Kawasaki is at it again.

Just a year ago he surprised many with the launch of Truemors.com, a site to post news and rumors online. Now he has unleashed Alltop, a blog and web site aggregator, which he officially launched Tuesday for South by Southwest in Austin, Texas.

The former Apple evangelist and well-known early-stage investor's move raises the question of whether he is starting a new mini-media network.

Red Herring caught up with Mr. Kawasaki to talk about this, egos, and other topics.

Red Herring: This is your second online media venture, the first being Truemors.com. Is it a coincidence, or are you gearing toward building an alternative online media network?

Guy Kawasaki: Well, I didn’t think of it as building a media network. We started Truemors, and then through Truemors we realized how much traffic Popurls.com sent us, so we did Alltop. We might learn something with Alltop and start another online media company, but there is no plan right now other than making Alltop and Truemors a success.

RH: How is Truemors doing?

G K: Truemors is doing fair, which means neither great nor bad. It’s getting about 10,000 visitors a day, so it’s not proven as a business yet, on the other hand most people said we would get zero people to use it, so we’re ahead of that (laughter).

RH: Truemors cost you only $12,000 to build, how much did you spend on Alltop?

G K: Alltop cost us, so far, $10,000, but out of that $6,000 went to buy three Macbook Airs, as gifts for the programmers, and of the remaining $4,000, three went to buy Alltop.com, the domain.

RH: You seem to be more involved with Alltop than with Truemors.

G K: I am doing both. Truemors is at a different life stage. It’s not at the introductory stage and now it’s running smoothly. Alltop was just announced, so it takes more of my time.

RH: Which one of the two do you think will be more successful?

G K: It’s impossible to answer that. It’d be like asking you which one of your two nieces you think will be more successful.

RH: I wouldn’t draw this parallel

G K: Yes, you would, if you were an entrepreneur you would.

RH: Truemors has been much criticized for its cheap interface and for collecting more spams than news. How do you feel when you read the virulent attacks of your critics?

G K: Well I am a big target and no matter what I do I am a target. Let’s imagine that one day I invent a car that goes 500 miles per gallon with zero emission, and let’s say that TechCrunch writes that up, or Valleywag. The commentaries would be "it’s not that hard to do, this car could have been designed in one hour; and the only reason why Guy is getting attention about this car is because 25 years ago he worked for Apple." It’s just my life.

RH: In this light it seems like your Apple past is a stigma?

See: Guy Kawasaki Talks Alltop and Egos (Part 2)