Magazine shifts editorial focus, adds

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Fashion reporters and photographers will scout for peoplr at events and on the streetsw and beachesof Oahu, and photos of six selected people will appeat daily on the Web site, togetherf with details of what they are The concept is part of the new editorial focuds and redesign of , an online lifestyls publication that first launched in Aprikl 2008. “Our new goal is to definde a distinct Hawaii styl e and develop acommunity that’ds passionate about that style,” said Malies Moran, founder and editorial director, and one of a half-doze n staff members. The magazine’s eventual goal is to tap into thevisitotr market.
“When people come to Hawaii, they want to see what peoplseare wearing,” Moran said. Hawaii RED’s new street-fashion focus was inspired by a numbee of internationalWeb sites. “Style Arena” by the featuree snapshots and interviewswith style-conscioua pedestrians in the Shibuya, Harajuku and Ginza neighborhoods of Tokyo. “Hel finds people in the streets and clubsof Finland. Street fashion is just one component ofHawaiio RED’s launch, however. The magazine’s new editorial focues increases the frequency of stories from monthluy to weekly andincludes blogs, videos and linkws to social-networking sites.
A storty in the June 1 issue, “Homeless In follows two fashion models who give up their careerx to live togetheron Oahu, even if it meanse being homeless. Another story profiles Hawaii’s nightlife bloggers and The new format is expecter to surpassthe magazine’s existing 200,000 hits and 6,000 uniqu e visitors a month. In addition, the new Web site itself will be on an open-source platform favored by some in the onliner publishing industry. “The old approach was to creatre one site and do everything on saidAaron Yoshino, Hawaii RED’s site “Successful sites are successful because they take existingg information and blast it out over a bunch of platforms.
” Siteas that don’t use multiple platforms run the risk of losint their audience, said Yoshino, who has worked on urbajn lifestyle e-zines such as Giant Robot and Complex. Hawaii RED’ss new format comes as Hawaii’s fashionn and lifestyle magazinesjuggle — and sometimes struggle — with online and pringt identities amid the economic downturn. SMARTT Magazine, a women’s lifestyle and beauty print publication, circulation folded in January due to lack of four years afterits launch.
Hawaii RED’s founders are fullyh aware of theeconomic downturn’s impact on business and have positioneds themselves to grow modestly this year throughu events, advertising and partnerships. Banner ads on the new site’sz home page are $550. Feature-story banner ads are Advertising also will be integratethroughout videos, Moran said. The magazins also is a co-organizer of NightMarket @Aloha Tower monthly events featuring fashion, cuisine, arts and crafts.