« How New York Magazine Editor Built a Personal Brand - Mark Graham »

In Chapter 3 of 13, New York Magazine Vulture editor Mark Graham talks about first covering the space. After his May 2001 Beyond Interactive layoff and time spent reflecting on what comes next, Graham starts a blog writing about his annual year-end pop culture awards - The Grahammys. By January 2002 this blossoms into his blog www.whatevs.org - he creates in January 2002. Throughout following years at next position at General Motors doing OnStar marketing, Mark spends mornings and evenings cultivating whatevs.org, building a following, and ultimately enabling his transition into a full-time writing career.

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