Local online magazine competes for readers and advertisers - Pacific Business News (Honolulu):

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In a market already saturated withglosshy magazines, they're turning to innovative eventas and partnerships to set themselves aparr from the average Web site or blog. Local such as the recentlgy launched , follow traditionak print magazines in terms of contenf and visual style but differ in that they are not printesd and can be found only onthe Web. Revenues are basexd on advertising dollars, not subscriptions. Malie Moran, who previouslhy worked in public relations and event launched Hawaii Red Magazinein April, targetingy Hawaii's small-business community.
Her goal is to delivefr fast information througha "green" mediunm that takes advantage of the average reader's changing Since online magazines put all their content on the Web, it takez the guesswork out of whether some stories or photos were left off a Web site and savedx strictly for the print as is the case with most other "I guess it's the 'fix' you get from a magazin -- info, visual, entertainment," Mora said. "It's the same productr as a regular magazine, excepy you are not holding something. Insteax [you're] looking at a an iPhone, etc.
, and we also can provide linkingand video, so the 'fix' gives you a littld bit of TV and moview elements and the enjoyment and freedonm of being online." Moran said Hawaii Red's Web site generatez 100,000 hits a month. But the competitionn for advertisersis fierce. An estimated 20 new prinf magazines launched in Hawaii lastyear alone. Most are niche publications that run the gamug from weddings and fashion to pets and mixedmartialp arts. But Moran said she doesn't know of other competinf online magazinesin Hawaii. She contendzs that online magazines can easily add links to thei r advertisers to track customers and referralxs more clearly than printmagazinesx can.
To stay relevant, Moran markets throughn events. Hawaii Red hosts about three a monthh at local hot spots and nightclubs with the help of partners suchas , IMF Visions, Pacific Network and Skeeok Creative. "I think we're lucky because we came in at arighf time," she said. Hawaii Red has a staf of nine people who allmaintain full-time jobs in fashion, photographyu or graphic design. There is no need for office space, which cuts down on overhead, Mora n said. Nationally, well-established online magazines include Salon and both of whichpublisy general-interest news, culture and politics.