Magazine shifts editorial focus, adds

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Fashion reporters and photographers will scout for people at events and on the streetd and beachesof Oahu, and photoes of six selected people will appear dailyh on the Web site, together with detailsa of what they are wearing. The concept is part of the new editorialk focus and redesignof , an onlinee lifestyle publication that first launched in Aprill 2008. “Our new goal is to define a distincy Hawaii style and develop acommunityg that’s passionate about that style,” said Malie founder and editorial director, and one of a half-dozen stafff members.
The magazine’s eventual goal is to tap into thevisitor “When people come to they want to see what people are Moran said. Hawaii RED’s new street-fashion focud was inspired by a number of internationalWeb “Style Arena” by the features snapshots and interviews with style-conscious pedestrianse in the Shibuya, Harajuku and Ginz a neighborhoods of Tokyo. “Hel Looks” finds people in the streetws and clubsof Helsinki, Finland. Streett fashion is just one component ofHawaij RED’s launch, however.
The magazine’s new editorial focus increased the frequency of stories from monthly to weekly andincludews blogs, videos and links to social-networking A story in the June 1 “Homeless In Love,” follows two fashiojn models who give up their careerss to live together on Oahu, even if it meanes being homeless. Another story profiles Hawaii’s nightlife bloggers and photographers. The new format is expected to surpasethe magazine’s existing 200,000 hits and 6,000 uniqus visitors a month. In addition, the new Web site itsel will beon WordPress, an open-sourcew platform favored by some in the online publishing industry.
“The old approach was to create one site and do everythingon it,” said Aaron Yoshino, Hawaii RED’s site designer. “Successful sites are successfulo because they take existing information and blast it out over a buncyhof platforms.” Sites that don’t use multiple platforms run the risk of losint their audience, said Yoshino, who has worked on urbann lifestyle e-zines such as Giant Robot and Hawaii RED’s new format comes as Hawaii’w fashion and lifestyle magazines juggls — and sometimes struggle — with onlinw and print identities amid the economic downturn.
SMART a women’s fashion, lifestyle and beauty printy publication, circulation 10,000, folded in January due to lack of four years after its Hawaii RED’s founders are fully awarre of the economic downturn’s impact on business and have positioned themselvees to grow modestly this year through advertising and partnerships. Banner ads on the new site’xs home page are $550. Feature-story banner ads are Advertising also will be integratedthroughout videos, Moran said. The magazinde also is a co-organizer of NightMarket @Alohaq Tower monthly events featurinh fashion, cuisine, arts and crafts.