SpongeBob was almost SpongeBoy.

That's one of the revelations from the expansive oral history of SpongeBob SquarePants in Hogan's Alley #17, which goes on sale this week. SpongeBob SquarePants has been called the Mickey Mouse for a new generation, and now the creation and development of the world's most popular sponge are detailed in the issue.

Nearly two dozen people with past and present involvement in the cartoon talk about it from their varied perspectives. Writers, artists, directors, voice talent, producers and more share their stories of Bikini Bottom's best-known fry cook, collectively painting a portrait of a character whose environment sprang almost fully formed from creator Steve Hillenburg's mind. (While Hillenburg had named his protagonist SpongeBoy, the name was already trademarked, necessitating the switch to the now globally famous name.)

In the oral history, participants discuss matters such as the rampant media speculation in 2005 about SpongeBob and his sexual orientation after Focus on the Family asserted that SpongeBob was advocating a homosexual lifestyle. Eric Coleman, then vice president of animation development and production at Nickelodeon and now senior vice president of original series for Walt Disney Television Animation, said he had conflicting feelings. "I had several reactions," he said. "One, I laughed, because it's ridiculous. It also brought more attention to the show. It got people who didn't know anything about the show talking about it and being aware of it, and it helped the show." Tom Kenny, the voice of SpongeBob, was more straightforward: "Squidward dodged the bullet in that story."

Hogan's Alley also offers a detailed biographical essay on Gregor Duncan, a cartoonist who was just making his mark on the industry when a German artillery shell ended his life in Italy in 1944. Through a roundtable interview, the issue also peers into the careers of cartoonists entering the family business: Greg and Brian Walker (sons of "Beetle Bailey" creator Mort Walker), Jeff Keane (son of "Family Circus" creator Bil Keane) and Mason Mastroianni (grandson of "B.C." creator Johnny Hart) discuss the advantages and pitfalls of following in the footsteps of legends.

Hogan's Alley explores vintage and contemporary cartooning. Available in comics shops and on newsstands nationwide, Hogan's Alley is one of the nation's most respected voices on cartooning. Its website is http://www.hoganmag.com

Contact: Tom Heintjes, Publisher, 770-315-1215 or at hoganmag@gmail.com.