Its creator was anonymous and followed meticulously all the recent events in all the newspapers and media arenas in Israel.
As she referred to herself by the pseudonym "Velvet", she documented each and every development, and also some behind the scenes actions that took place—such as new personas that are being appointed for key media roles and big media scandals—sometimes exposing them herself.
In a post dated May 14, 2006, Velvet made local history by publishing for the first time a rough assessment of the wages paid for journalists, for article and magazine stories, in the leading media newspapers and portals in Israel, such as Walla!, Maariv, Yedioth Ahronoth and Globes.
On June 29, 2006, 04:31 Israel time, Velvet revealed her identity to be Dvorit Shargal (דבורית שרגל)[1]—an Israeli journalist who writes film reviews on the weekly Rating magazine.
In November 2009 Dvorit attended the World Blogging Forum in Bucharest, Romania, where bloggers from all over the world talked about the freedom of speech and online journalism.