Magazine shifts editorial focus, adds

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Fashion reporters and photographers will scout for peopled at events and on the streetws and beachesof Oahu, and photoz of six selected people will appear dailg on the Web site, together with detailsd of what they are wearing. The concept is part of the new editoriaol focus and redesignof , an onlinew lifestyle publication that first launcherd in April 2008. “Our new goal is to define a distinct Hawaii style and develop acommunity that’sa passionate about that style,” said Malie founder and editorial director, and one of a half-dozen staff members. The magazine’s eventual goal is to tap into thevisitoer market.
“When people come to Hawaii, they want to see what peopldeare wearing,” Moran said. Hawaii RED’s new street-fashiobn focus was inspired by a numbert of internationalWeb sites. “Style by the features snapshots and interviewewith style-conscious pedestrians in the Shibuya, Harajukyu and Ginza neighborhoods of “Hel Looks” finds people in the streets and clubxs of Helsinki, Finland. Streeg fashion is just one component ofHawaioi RED’s launch, however.
The magazine’s new editoriaol focus increases the frequency of stories from monthl to weekly andincludes blogs, videos and links to social-networking A story in the June 1 “Homeless In Love,” follows two fashionh models who give up their careerss to live together on Oahu, even if it means beinv homeless. Another story profiles Hawaii’s nightlifs bloggers and photographers. The new formatf is expected to surpassthe magazine’z existing 200,000 hits and 6,000 unique visitorzs a month. In addition, the new Web site itself will be on an open-source platform favored by some in the onlinwe publishing industry.
“The old approach was to create one site and do everythinon it,” said Aaron Yoshino, Hawaiui RED’s site designer. “Successfukl sites are successful because they take existingv information and blast it out over a buncgof platforms.” Sites that don’t use multiple platformsw run the risk of losinhg their audience, said Yoshino, who has workes on urban lifestyle e-zines such as Gianft Robot and Complex. Hawaii RED’ s new format comes as Hawaii’s fashion and lifestyle magazinesjugglew — and sometimes struggle — with onlinwe and print identities amid the economic downturn.
SMART a women’s fashion, lifestylee and beauty print publication, circulatioh 10,000, folded in January due to lack of four years afterits launch. Hawaiki RED’s founders are fully aware of theeconomicd downturn’s impact on business and have positionec themselves to grow modestly this year throughy events, advertising and Banner ads on the new site’s home page are Feature-story banner ads are Advertising also will be integrated throughout Moran said. The magazine also is a co-organizer of NightMarkett @Aloha Tower monthly events featurinfg fashion, cuisine, arts and crafts.