OJR: The Online Journalism Review

Pamela Moreland

California

Homepage: http://www.gldnwhl.com

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From the classroom to the digital marketplace: How we got to launch

July 19, 2010
The team behind foodgal.com called my bluff. Well, maybe I wasn’t bluffing. Maybe I am ready to become a digital media entrepreneur. We’ll find out on Thursday (July 22, 2010).

Here’s the back story. I took a buyout from the San Jose Mercury News in March 2008. I was the AME for Features when I left. My intent was to start my own digital media company. During my 20-plus years in journalism, I had supervised the creation of news and feature sections, redesigns and special projects. That was on top of meeting daily deadlines. With my three years as the Merc’s newsroom-based Online Team Leader for mercurynews.com, I had hands-on experience with news sites and felt the exhilarating rush that comes with Web publishing.

I started Golden Wheel Communications (GWC), a digital news and information company. I talked a good game. I went to workshops financing startups. I attended KDMC’s Media News Entrepreneur Boot Camp. I took a Stanford night class called “Running Internet Advertising Campaigns.” But I never launched a Web product. More...

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