While I sometimes buy/try a cheese based on something I've read (cheese book, magazine, Chowhound), I also will buy a cheese I've never heard of (or from a producer I've never heard of), try it, and THEN learn about it. Granted, it's not the most efficient way of finding new cheese, but it can be fun. Of course, I'm talking about buying pieces, not 80-lb wheels. Still, I love making these serendipitous (to me) discoveries!
How do you discover new cheeses?