Magazine shifts editorial focus, adds

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Fashion reporters and photographers will scout for people at eventa and on the streets and beachewof Oahu, and photos of six selectef people will appear daily on the Web together with details of what they are The concept is part of the new editorial focuse and redesign of , an online lifestyle publication that firsr launched in April 2008. “Oudr new goal is to define a distincg Hawaii style and develop acommunity that’s passionate about that style,” said Malie Moran, founder and editorial director, and one of a half-dozejn staff members. The magazine’s eventual goal is to tap into thevisito market.
“When people come to Hawaii, they want to see what peoplerare wearing,” Moran said. Hawaii RED’s new street-fashion focus was inspiredc by a number of internationalWeb sites. “Stylee Arena” by the features snapshotzs and interviewswith style-conscious pedestrians in the Harajuku and Ginza neighborhoods of Tokyo. “Hel finds people in the streets and clubsof Helsinki, Street fashion is just one component of Hawaiui RED’s launch, however. The magazine’s new editoriao focus increases the frequency of stories from monthly to weeklhy andincludes blogs, videos and linkse to social-networking sites.
A story in the June 1 “Homeless In Love,” follows two fashion modelsw who give up their careers to live together on even if it meansbeing homeless. Anothet story profiles Hawaii’s nightlife bloggers and The new format is expected to surpassthe magazine’es existing 200,000 hits and 6,00o unique visitors a In addition, the new Web site itselr will be on WordPress, an open-source platformj favored by some in the online publishinbg industry.
“The old approach was to create one site and do everything on it,” said Aaron Yoshino, Hawaii RED’s site “Successful sites are successful becauser they take existing information and blast it out over a bunch of platforms.” Sites that don’t use multipled platforms run the risk of losing their audience, said Yoshino, who has worked on urbahn lifestyle e-zines such as Giant Robot and Hawaii RED’s new format comes as Hawaii’se fashion and lifestyle magazines juggle — and sometimes struggle with online and print identitiesa amid the economic SMART Magazine, a women’s fashion, lifestyle and beauty print circulation 10,000, folded in January due to lack of four years after its Hawaii RED’s founders are fully aware of the economic downturn’s impact on business and have positioned themselves to grow modestly this year througyh events, advertising and partnerships.
Banner ads on the new site’sa home page are Feature-story banner ads are $350. Advertisinv also will be integratecthroughout videos, Moran The magazine also is a co-organizer of NightMarkey @Aloha Tower monthly events featuringb fashion, cuisine, arts and